1. The scale that captures the intensity of feelings toward a statement's claim or assertion because respondents are asked how much they agree or disagree with the statement is:
A) The Likert Scale.
B) The Multidimensional Scale.
C) The Comparative Scale.
D) The Psychometric Scale.
2. Techniques in which phenomena of interest involving people, objects, and/or activities are systematically observed and documented is:
A) Product research.
B) Observational research.
C) Mixed methods research.
D) Behavioral research.
3. Secondary information is widespread and readily available; analyzing secondary data is almost always an important part of a marketing research project.
True
False
4. Coding is a straightforward process EXCEPT in which of the following situations?
A) When there are questions for which there may be multiple responses
B) When there are many questions on the questionnaire
C) Any time closed-ended questions are used
D) Any time scaled-response questions are used
5. When the research objective is to ________, focus groups may be an alternative.
A) explore and predict
B) explore or describe rather than predict
C) describe and predict
D) describe, explore, and predict
6. With a reliable measure, a respondent responds in the same or very similar manner to an identical or near-identical question.
True
False
7. Ethnography uses several different types of research, including immersion, participant observation, and informal and ongoing in-depth interviewing.
True
False
8. Laboratory experiments are desirable when the intent of the experiment is to achieve high levels of internal validity.
True
False
9. Research design types include:
A) Exploratory, descriptive, and causal.
B) Exploratory, causal, and prescriptive.
C) Deductive, descriptive, and causal.
D) Exploratory, exploitive, and casual.
10. "Now, I would like to ask you a few questions about your TV viewing habits" is an example of a(n):
A) warm-up question.
B) transition question.
C) introductory question.
D) classification question.
11. Direct observation has been used by General Mills to understand how children eat breakfast, leading to the launch of Go-Gurt, a midmorning snack for schoolchildren.
True
False
12. The phrase commonly used to indicate an experiment, study, or test that is conducted in a field setting is test marketing.
True
False
13. Knowledge of research design is important in developing an appropriate study to approach a problem or opportunity.
True
False
14. What is the interval scale that has mainly degrees of positive positions?
A) The nonsymmetric interval scale
B) The Likert scale
C) The Stapel scale
D) The symmetric interval scale