Research and Statistical Analysis
Research/statistical analysis:
Data Acquisition
Evaluation of source data
Probability
Forecasting
Information creation
Use of assumptions
72. Which of the following types of marketing research firms would best be described as being one that gathers consumer and trade information which they sell for a fee; for example, Nielsen Media Research?
a. 0 Custom marketing research firms
b. 0 Syndicated-service research firms
c. 0 Specialty-line marketing research firms
d. 0 General-line marketing research firms
e. 0 Non-profit marketing research firms
73. A scatter diagram
a. 0 is a graphic tool designed to portray the relationship between variables and uses interval or ratio scale data
b. 0 only relies on ration scale data
c. 0 does not allow negative values.
d. 0 is a graphic tool designed to portray the relationship between nominal data
e. 0 is not a reliable measurement of data
74. Events are independent if
a. 0 by virtue of one event happening another cannot.
b. 0 the probability of their occurrence is greater than 1.
c. 0 we can count the possible outcomes.
d. 0 the probability of one event happening does not affect the probability of another event happening
e. 0 none of these
75. If a marketing researcher selects the most accessible population members, he or she would have selected the ________ sampling method.
a. 0 simple random
b. 0 stratified random
c. 0 cluster
d. 0 judgment
e. 0 convenience
76. Which source of evidence to support experimental results is most threatened by the use of a field experiment?
a. 0 Agreement between the IV and DV
b. 0 Time order of the occurrence of the variables
c. 0 Control of contamination from extraneous variables
d. 0 Use of a control group
e. 0 Manipulation of the IV
77. A _____ scale is a scale that scores an object or property without making a direct comparison to another object or property
a. 0 ranking
b. 0 rating
c. 0 categorization
d. 0 sorting
e. 0 recording
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