MKT 441 Final Exam
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14. Which of the following is NOT characteristic of secondary data? 15. What type of research is: designed to reveal a target audience's range of behavior; the perceptions that drive the target market; sometimes based on in-depth studies of small groups of people; descriptive rather than prescriptive; inclusive of diary and journal exercises, focus groups, individual depth interviews, and ethnography? 16. Which type of research involves the use of structured questions where the response options have been predetermined and a large number of respondents are involved? 17. A study was conducted on online buyers to determine purchasing differences among buyer segments such as males and females. The research began with a series of focus groups followed by in-depth interviews. Finally, an online survey was conducted of several thousand online buyers. If you had to classify this research, which of the following would be most appropriate? 18. A subset of the population that should represent the entire group, is known as a: 19. Of the following, what is the most important consideration when choosing a sample? 20. Probability samples are those for which the members of the population: 21. Determining what consumer attitudes are with regard to a particular product and its advertising would be part of the _________ function in marketing research. 22. A researcher is trying to determine if a new watch with a built-in GPS locator would be accepted by a young market of mountain climbers. This type of research is diagnostic. 23. During the focus group interview, it is imperative that the focus group moderator 24. Which of the following is a disadvantage of online focus groups? 25. Disadvantages of depth interviews (relative to focus groups) include all of the following except: 26. In nominal scales 27. Which of the following is true of interval scales? 28. In marketing research, this level of measurement is the preferred measure when measuring purchase likelihood and attitude assessment. 29. Ranking questions generally produces ___________ level of measurement 30. The researcher's choice of an attitude measure scale should be guided by 31. Before a measurement scale can be shown to be valid, it must be: 32. The Central Limit Theorem states that: 33. The median is always higher than the mean for a set of data. 34. Which of the following is not a measure of dispersion? 35. A Type I error involves rejecting the null hypothesis when it is, in fact, true. 36. Computed values in correlation analysis range from? 37. A correlation analysis between sales and sales training scores results in r = +.98. Which of the