International Marketing

Marketing Research

Basic Marketing

ANS: D PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 35. Suppose the ordinary least-squares approach to a regression analysis produced the following: Y = 20 - 39X R 2 = .90 Which of the following statements is FALSE? a. For every unit change in X there is a corresponding negative change in the average value of Y of 39 units. b. 90 percent of the variation in Y is associated with variation in X. c. The slope of the line is 20. d. The average value of Y given x = 10 is  370. e. If X = 0, then Y = 20. ANS: C PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Application 36. When performing cross tabulations, percentages are always calculated in the direction of the: a. dependent variable. b. independent variable. c. causal variable. d. Both a and b. e. Both b and c. ANS: E PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 37. In testing a multiple regression equation for statistical significance, the first step involves: a. testing the intercept term using a t-test. b. using a t-test to examine the significance of the overall equation. c. using an F-test to examine the significance of the overall equation. d. testing each of the slope coefficients using a t-test. e. testing each of the slope coefficients using an F-test. ANS: C PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 38. Which of the following is FALSE about cross tabulations? a. Cross tabulations work equally well with continuous measures that have been recast as categorical measures. b. Cross tabulations are used for studying the relationships between two (or more) categorical variables. c. Recasting continuous measures into categories may result in lowered statistical power. d. Cross tabulation seeks to investigate the influence of the independent variable on the dependent variable. e. Recasting continuous measures into categories almost never results in the loss of information. ANS: E PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 39. A gas station wants to compare a group of consumers' overall perceptions of service with overall perceptions of service for a nearby competitor. This situation calls for the use of: a. paired sample t-test for means. b. analysis of variance. c. regression analysis. d. independent samples t-test for means. e. correlation analysis. ANS: A PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Application 40. Let's assume we find in a study that the Pearson's correlation coefficient between number of years of education and cigarette smoking is  0.73. This means that as education level increases: a. smoking tends to increase. b. smoking tends to decrease. c. smoking changes 73%. d. education and smoking are unrelated. e. an educated person smokes 73 cigarettes a day. ANS: B PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Application 41. A research study involving the research question: "On the basis of a survey of husband-wife households, is there a significant difference between the mean attitude score of husbands and that of wives toward our product?" will involve a: a. test for a single proportion. b. test of two means when samples are independent. c. test for a single mean. d. test of two means when samples are dependent. e. None of the above. ANS: D PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Application 42. In which of the following situations would it be useful to test for differences between two groups? a. A retailer wishes to know if customer satisfaction is different between in-store vs. online shoppers. b. A beverage company wants to know if a new beverage concept differs between users vs. nonusers of the current brand. c. A department store wishes to know the differences between online catalogs vs. mail order catalog shoppers. d. A state university ants to know is there is a significant difference in GPA between undergraduate and graduate students. e. All of the above situations would benefit from tests for differences between two groups. ANS: E PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Application 43. The NFL office discovered data covering attendance at professional football games in the late 1940s and early 1950s. The game with the highest attendance was between the St. Louis Cardinals and the New York Giants. The office also found considerable information that someone had collected on each game day such as the level of GDP, the DOW, numbers of persons employed, number of new businesses formed during the week preceding the game, and the population. A student intern took the information and built a regression model to predict game attendance for the upcoming season. The model should:

MRKT | 370 | Marketing Research | lecture notes | ANS: D PTS: 1 NAT: AACSB Analy

TOP: AACSB Reflective Thinking | TB&E Model Product 14. Brand names such as Kleenex, UPS, Sony, Chevrolet, and Kellogg's are likely to have less brand equity than brand names like Viking, Zojirishi, Schimano, and Thule. ANS: T They are likely to have more brand equity, which is the value of company and brand names, because of their familiarity. PTS: 1 REF: 157 OBJ: 10-4 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Product 15. Sam likes Michelin tires. If he needs new tires and Michelin’s are not on sale, he is willing to pay a higher price for Michelin rather than buy some other brand. Sam is brand loyal to Michelin. ANS: T PTS: 1 REF: 158 OBJ: 10-4 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Product 16. Retailers love national brands because overhead is low and there are no marketing costs, and they bring higher margins than private brands. ANS: F Private brands, not national brands, bring these benefits to retailers. PTS: 1 REF: 158 OBJ: 10-4 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Product 17. When the manufacturer of French's classic yellow mustard introduced French's Dijon mustard, French's Honey mustard, and French's Sweet Onion mustard, it was an example of cobranding. ANS: F It's an example of family branding. Co-branding is placing two or more brand names on a product or its package. PTS: 1 REF: 159 OBJ: 10-4 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Product 18. Trademark protection only lasts for five years. ANS: F Trademark protection lasts as long as the mark is being used. PTS: 1 REF: 160 OBJ: 10-4 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Product 19. The most important functions of packaging are to contain and protect products, promote products, facilitate product storage, and facilitate recycling. ANS: T PTS: 1 REF: 161 OBJ: 10-5 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Product 20. The nutrition label on a package is an example of persuasive labeling. ANS: F This is better described as informational labeling. PTS: 1 REF: 162-163 OBJ: 10-5 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Product 21. Due to the time required to scan them, universal product codes (UPCs) are typically placed on merchandise that would be classified as shopping products. ANS: F UPCs appear on most items in supermarkets and other high-volume outlets. Bar codes also appear on shopping products such as clothing, appliances, high-end wines, etc. The UPC is essential in supply chain management for a wide variety of products, not just shopping products. PTS: 1 REF: 163 OBJ: 10-5 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Product 22. A company that wants to market its product globally has only two branding strategies available: either use the brand name everywhere or develop a new brand name for each different market. ANS: F There is a third possible branding strategy--adapt and modify. PTS: 1 REF: 163 OBJ: 10-6 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Product | TB&E Model Strategy 23. Cultural traits can make a package design successful in one country and a failure in another. ANS: T PTS: 1 REF: 163 OBJ: 10-6 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Product | TB&E Model Strategy 24. A warranty does not confirm the quality or performance of a good or service. ANS: F A warranty is a confirmation of the quality or performance of a good or service. PTS: 1 REF: 164 OBJ: 10-7 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Product 25. All sales have an implied warranty under the Uniform Commercial Code. ANS: T The Uniform Commercial Code supports the implied warranty that any product or service is fit for the purpose for which it was sold. PTS: 1 REF: 164 OBJ: 10-7 TYPE:Comp TOP: AACSB Reflective Thinking | TB&E Model Product MULTIPLE CHOICE 1. A _____ is everything, both favorable and unfavorable, that a person receives in an exchange. It can be tangible, intangible, a service, an idea, or a combination of these things. a. brand equity b. quality

MRKT | 201 | Basic Marketing | assessment | TOP: AACSB Reflective Thinking

Chapter_11.rtf-Chapter 11—Data Preparation for Analysis MULTIPLE

Chapter 9—Developing the Sampling Plan MULTIPLE CHOICE 1. Which of the following conclusions to the sentence is INCORRECT? "It is often preferable to sample rather than canvass a population because..." a. complete counts of populations of even moderate size are very costly and time consuming. b. the information will be obsolete by the time the census is complete. c. in some cases a census is impossible. d. a sample has less potential for nonsampling error. e. statistical procedures cannot be used on population data. ANS: E PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 2. A complete canvass of a population is called a: a. sample. b. census. c. sampling frame. d. population. e. directory. ANS: B PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 3. Samples are often used to infer something about a population rather than canvassing the population itself because they are typically: a. cheaper than complete counts. b. faster than complete counts. c. more accurate than complete counts. d. Both a and b. e. a, b, and c. ANS: E PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 4. Ten volunteers are requested from your class to test a new bicycle. Of these ten, two are selected at random for the actual tests. The sampling frame consists of: a. the students who were selected for the actual tests. b. the students who volunteered. c. all the students in the class. d. the students who were not selected. e. all the students in the school. ANS: C PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Application 5. Sample size depends upon the: a. type of sample. b. statistic in question. c. homogeneity of the population. d. Both a and c. e. a, b, and c. ANS: E PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 6. A sampling frame: a. is a list of population elements from which the sample will be drawn. b. is the list of population elements actually included in the sample. c. usually provides biased statistics. d. is a form of probability sampling. e. is a form of nonprobability sampling. ANS: A PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 7. Which of the following is NOT a problem with using a phone book for a sampling frame? a. Unlisted phone numbers. b. Not all homes have phones. c. Double counting homes with multiple phone numbers. d. The phone book is always outdated. e. All of the above are problems when sampling from phone books. ANS: E PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 8. In order to define a population, the researcher needs to specify: a. the geographic boundaries of the population. b. which elements are not of interest. c. the time period for the study. d. Both a and b. e. a, b, and c. ANS: E PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 9. The distinguishing feature of nonprobability sampling plans is that: a. they allow an assessment of sampling error. b. they are not as representative of the population as probability samples. c. they involve personal judgment somewhere in the selection of sample elements. d. there is only one basic type of nonprobability sample while there are several types of probability samples. e. they tend to be more expensive than probability samples. ANS: C PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 10. In probability samples, the probabilities of each element being included must be: a. known. b. nonzero. c. equal. d. known and equal. e. known and nonzero. ANS: E PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 11. Which of the following is a probability sample?

MRKT | 370 | Marketing Research | lecture notes | Chapter 9—Developing the Sampl

Chapter 1— Marketing Research:From Data to Information to Action MULTIPLE CHOICE 1. Which of the following is NOT consistent with the definition of marketing research? a. The definition is broad. b. The definition stresses the importance of activities conducted in order to understand the process of marketing. c. The definition emphasizes the function as a link between consumers and the firm. d. The definition states that marketing research is focused on collecting information. e. Neither b nor d is consistent with the definition. ANS: D PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 2. Marketing research: a. is simply asking consumers for their likes, dislikes, needs, and wants in a one-on-one situation. b. spans the informational boundary between the firm and its environment. c. can only be employed to assess the impact of past or contemplated adjustments in the marketing mix. d. is most generally used for marketing control purposes. e. is most generally a marketing implementation function. ANS: B PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Comprehension 3. Which of the following is FALSE? a. The basic purpose of marketing research is to assist marketing managers in making more informed decisions. b. Marketing research became a significant business activity after World War II when the economy changed from a production orientation to a consumption orientation. c. Marketing research as an organizational function was adopted by most firms when they could no longer satisfy demand for their products. d. Marketing managers and marketing researchers work together in close partnerships that are most successful when managers understand research processes. e. All of the above are false. ANS: C PTS: 1 NAT: AACSB Analytic | CB&E Model Research |Bloom's: Comprehension 4. Marketing research: a. is the use of information to identify and define marketing problems. b. aims to improve our understanding of management as a process. c. aims to promote government regulation of research activities. d. is only useful in companies with over $1 million in annual sales. e. is not very useful to a provider of services, such as banks. ANS: A PTS: 1 NAT: AACSB Analytic | CB&E Model Research | Bloom's: Knowledge 5. Which of the following phases of the information-management process is NOT part of the marketing research process? a. The specification of what information is needed.

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