Marketing Research

Quiz 3 (V.1)
Time Allowed: 30 Minutes
Student Name:
Student ID:
Section: A

Objective

1) When utilizing univariate techniques, for 4) Which of the following conditions does
the purpose of analysis, data pertaining not favor the use of a sample (Table 11.1
to different groups of respondents, e.g., in the text)?
males and females, are generally treated
as ________ samples while the samples A) There are budget and time limit
are ________ when the data for the two constraints.
samples relate to the same group of B) The population is large.
respondents. C) The cost of nonsampling errors is high.

A) metric; paired D) The cost of sampling errors is high

B) independent; metric
C) independent; paired 5) Which of the following statements is not
D) paired; independent an advantage of unstructured questions?

2) When developing questionnaire A) Unstructured questions are good as

questions, if you are considering order first questions on a topic.
position bias and the set of all possible B) Implicitly, unstructured questions give
response alternatives, you are extra weight to respondents who are
developing ________ questions. more articulate.
C) Unstructured questions have a much
A) multiple choice less biasing influence on response than
B) dichotomous structured questions.
C) scale D) Unstructured questions are useful in
D) branching exploratory research.

3) The first step in the questionnaire design 6) ________ is socioeconomic and

process is ________. demographic characteristics used to
classify respondents.
A) specify the type of interview method
B) identify the form and layout A) Qualifying information
C) specify the information needed B) Identification information
D) determine the content of individual C) Basic information
questions D) Classification information
Marketing Research
Quiz 2 (V.1)
Time Allowed: 30 Minutes
Student Name:
Student ID:
Section: A

7) Which of the following statements is 9) In ________, the target population is first

correct about implicit alternatives? divided into mutually exclusive and
collectively exhaustive subpopulations, or
A) Making an implied alternative explicit clusters.
may increase the percentage of people
selecting that alternative. A) stratified sampling
B) When alternatives are close in B) simple random sampling
preference or large in number, the C) systematic sampling
alternatives at the end of the list have a D) cluster sampling
greater chance of being selected.
C) The split ballot technique should be 10) The basic unit containing the elements of
used to rotate the order in which a list of the population to be sampled is the
alternatives appear. ________.
D) All of the above are correct
A) judgmental sample
8) The ________ step of the data- B) sample
preparation process consists of screening C) sampling unit
questionnaires to identify illegible, D) sampling frame
incomplete, inconsistent, or ambiguous
responses.

A) coding
B) data cleaning
C) questionnaire checking
D) editing

Subjective

Q1. What are the advantages and disadvantages of unstructured questions? What are the different
ways in which potential respondents can be recruited to construct the sampling frame in mobile
marketing research? In reference to the article “Flavour/ingredient and mood synergy: Driving
consumer engagement”, what procedure could have been used to determine an appropriate
sample size for the research?

Q2. Define incidence rate and completion rate. How do these rates affect the determination of the
final sample size? Describe the criteria that should be used for evaluating fieldworkers and the
major sources of error related to fieldwork. In context of the article “How brands can tap into
the increasing popularity of competitive socializing”, what are the different ways in which
potential respondents can be recruited to construct the sampling frame for the research?
Marketing Research
Quiz 2 (V.1)
Time Allowed: 30 Minutes
Student Name:
Student ID:
Section: A
Marketing Research
Quiz 3 (V.2)
Time Allowed: 30 Minutes
Student Name:
Student ID:
Section: A

Objective

1) A representation of the elements of the 4) Experiments on mail questionnaires for

target population consisting of a list or census of population revealed what
set of directions for identifying the target about questionnaire form and layout?
population is a ________.
A) Questions at the top of the page
A) judgmental sample received more attention than those
B) sample placed at the bottom.
C) sampling unit B) Sensitive information placed at the
D) sampling frame end of the questionnaire was answered
more frequently than sensitive
2) ________ requires that the data from information placed elsewhere.
each respondent be analyzed separately. C) Instructions printed in red made little
difference except that they made the
A) Cross-cultural analysis questionnaire appear more complicated
B) Individual-level analysis to the respondents.
C) Pancultural analysis D) Both A and C are correct
D) Intracultural analysis
5) When developing a questionnaire, the
3) Suppose a simple random sample of five following guidelines: (1) use positive and
hospitals is to be drawn from a negative statements, (2) avoid implicit
population of 20 hospitals. There are alternatives, and (3) avoid leading
15,504 different samples of size 5 that questions, are used when ________.
can be drawn. The relative frequency
distribution of the values of the mean of A) arranging questions in proper order
these 15,504 different samples would B) choosing question wording
specify the ________ of the mean. C) designing questions to overcome the
respondent's inability to answer
A) sampling distribution D) determining the content of individual
B) normal distribution questions
C) confidence interval
D) confidence level 6) The information that is of the most
importance to the research project and
should be obtained first is ________.

A) qualifying information
B) identification information
C) basic information
D) classification information
7) A code in which the number of records 9) The ________ is a correction for
for each respondent are the same, and overestimation of the variance of a
the same data appear in the same population parameter, e.g., a mean or
columns for all respondents, is a proportion, when the sample size is 10
________. percent or more of the population size.

A) respondent code A) statistic

B) fixed-field code B) precision level
C) category code C) finite population correction
D) record code D) parameter

8) The major multivariate technique for 10) questions about the topics themselves.
examining ________, is factor analysis.
A) Branching questions
A) variable interdependence B) Filler questions
B) one dependent variable C) Dichotomous questions
C) more than one dependent variable D) Filter questions
D) interobject similarity

Subjective

Q1. Describe the data-preparation process. What activities are involved in the preliminary checking
of questionnaires that have been returned from the field? What guidelines are available for
deciding on the form and layout of a questionnaire? In context of the article “How brands can
tap into the increasing popularity of competitive socializing”, what are the different ways in
which potential respondents can be recruited to construct the sampling frame for the research?

Q2. Describe the cluster sampling procedure. What is the key distinction between cluster sampling
and stratified sampling? How can the researcher ensure that the generated confidence interval
will be no larger than the desired interval when estimating a population proportion? In
reference to the article “Flavour/ingredient and mood synergy: Driving consumer engagement”,
what procedure could have been used to determine an appropriate sample size for the
research?