1. Harris is a market researcher for Toyota, and is currently using Literature Review to collect information on the number of people normally caught for drunk driving so as to help Toyota plan for the sales of their new Anti-Drunk Driving gadget. Which of the following will NOT help Harris?
A. Doing a desk research by browsing the Internet for such statistics. 
B. Doing a desk research by reading an article on the working mechanism of the gadget. 
C. Collecting external secondary data from the City Traffic Police records. 
D. Doing a field research by talking to car owners.

2. Which of the following is true about information gathering?
A. Customer knowledge information is feedback you obtain from your sales representatives about customer behavior. 
B. More data implies more analysis and thus delay in taking sound decisions. 
C. Blogs and online polls are used to collect customer knowledge information. 
D. Data from electronic customer councils are indicative of less customer engagement.

3. A literature review has all of the following objectives, EXCEPT:
A. provide background information about the current study. 
B. test a study's hypotheses using secondary data from reliable sources. 
C. clarify thinking about the research problem. 

D. help define important constructs of interest to the study.

4. Accuracy is one of the criteria to evaluate secondary data. While using this criterion:
A. researchers need not worry about what is actually measured. 
B. the researcher must evaluate the overall procedure for collecting the data. 
C. researchers must keep in mind that the data were collected to answer a different set of research questions than the ones at hand. 
D. the data must be carefully evaluated on how it relates to the current research objective.

1. John is trying to determine if secondary research will add value in given situations or not. He lists the following five situations. In which of these situations, secondary research is likely to be the least helpful?
A. Use existing customer base to identify significant characteristics of potential customers 
B. Determine the level of customer satisfaction with the company's new product 
C. Identify problems or requirements of specific customer groups 

D. Provide internal support data for the company

2. Jane is interested in finding out information on product returns for her firm. Which of the following reports is most likely to contain this information?
A. Sales Invoice 
B. Accounts Receivables Reports 
C. Journal Voucher 

D. Accounts Payable Reports

3. In a Google Scholar search, an article is listed as "Cited by 44" next to it. This indicates that:
A. the article's bibliography has 44 citations included in it. 
B. the article has been viewed by 44 other visitors to the web site. 
C. the article has 44 comments and reviews available online. 
D. the article is referenced by 44 other documents available on the web.

4. The North American Industry Classification System (NAICS) codes:

A. indexes major market research reports for a variety of domestic and international industries, markets, and institutions. 
B. provides an index of publications available to researchers up to the current month and year. 
C. are the statistical foundation for most of the information available on U.S. population and economic activities. 
D. are designed to promote uniformity in data reporting by federal and state government sources and private business.

1. Consumer panels, as a commercial data collection method:
A. use a rigorous data collection approach. 
B. cost higher than primary data collection methods. 

C. primarily measure media consumption habits as opposed to product or brand consumption. 
D. measure product and brand movement directly at the point of sale.

2. John is getting ready to conduct a store audit. He makes a list of key variables measured in a store audit. Which of the following is NOT one of them?
A. Beginning and ending inventory levels 
B. Sales receipts 
C. Point-of-purchase displays 
D. Consumer attitudes toward store displays

3. Constructs:
A. are an observable item used as a measure on a questionnaire. 
B. have concrete properties and are measured directly. 
C. are associations between two or more variables. 

D. are an unobservable concept measured by a group of related variables.

4. Conceptualization of a model means developing a:
A. research hypotheses based on a literature review. 
B. model that shows variables and hypothesized relationships between them. 
C. computer model to do statistical testing of hypothesized relationships. 
D. conceptual model of a new product before it is tested in a lab setting.

1. All of the following are true about conceptualization, EXCEPT:
A. it helps identify the variables for your research. 
B. it is called a Maven model. 

C. it specifies hypotheses and relationships. 
D. it prepares a visual representation of the relationships under study.

2. To more effectively communicate relationships and variables researchers must:
A. follow conceptualization. 
B. follow constructs and relationships. 
C. use the North American Industry Classification System (NAICS). 

D. use the Editors and Publishers Market Guide.

3. In which of the following situations is an exploratory research recommended?
A. When a full-scale study is likely to cost more than an exploratory study 
B. When the researcher has greater expertise in conducting exploratory studies 
C. When the literature review fails to yield a reasonable conceptual model 
D. When the dependent variables are constructs

4. Which of the following hypothesis is always tested by researchers?
A. Test hypothesis 
B. Alternative hypothesis 
C. Null hypothesis 
D. Statistical hypothesis

1. Which of the following statements about hypotheses is false?
A. If the null hypothesis is rejected, we conclude that the variables are not related. 
B. Researchers always test the null hypothesis. 
C. The alternative hypothesis states that there is a relationship between variables. 
D. A null hypothesis refers to a population parameter.

2. If a person visits a coffee shop for buying coffee, the size of the coffee cup he buys is a function of the time of the day he makes the purchase. In this case, the null hypothesis can be stated as:
A. the person buying the coffee is independent of the size of the coffee cup. 
B. the size of the coffee cup purchased does not depend on the time when the purchase is made. 
C. the size of the coffee cup purchased depends on the time when the purchase is made. 
D. the earlier in the day the purchase is made, the bigger the size of the coffee cup purchased.

3. A null hypothesis is notated as:
A. H0. 
B. H1. 
C. N0. 
D. N1.

4. A parameter is:
A. the true value of the null hypothesis. 
B. the true value of a variable. 
C. an estimate of a variable, as determined through a sample. 
D. is an estimate of the population parameter.



    • 7 years ago
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