Reference no: EM132214167
1) Old Navy executives want to target an older crowd in order to increase the firm's market share so they survey men and women ages 40 to 60 about how often and for what type of activities they wear casual clothing. This is an example of
a) probability sampling
b) exploratory research
c) descriptive research
d) causal research
e) reliability
2) Jack LeBlanc, an MBA student at the University of Wisconsin at Madison, recently purchased a small ice cream and frozen yogurt business close to campus to help pay his way through the program. Even though Wisconsin has cold winters, ice cream and frozen yogurt generally sell well year-round. After two months of operation, it became clear why the previous owners had sold the business: even though it seemed to be ideally located, sales were extremely disappointing.
Jack decided to apply some of the things he had learned in his MBA marketing research class to his business. The first thing he should do is
a) conduct store exit interviews
b) collect secondary data
c) develop a questionnaire
d) dentify a sample frame
e) define the problem to be researched
3) Jack developed a research design to aid his investigation. This design included a questionnaire that attempted to measure “ice cream taste preference”; however, Jack's professor said that the questionnaire measured not “ice cream taste preference” but something else. The professor was questioning the research design's
a) reliability
b) validity
c) truthfulness
d) significance
e) corroboration
4) Jack went to the university library and collected everything he could find on the ice cream and frozen yogurt industries. The type of data he collected are known as ___________ data.
a) primary
b) descriptive
c) mixed
d) exploratory
e) secondary
5) Besides administering the questionnaire, Jack observed people who came into his store, making notes about their appearance and behavior. The type of data he collected are ___________ data.
a) mechanical
b) primary
c) secondary
d) direct
e) indirect
6) Before administering the questionnaire, Jack discovered through talking to other ice cream retailers that, although Asian Indians make up a small percentage of the town's population, they purchase large amounts of ice cream. In light of this, Jack decided to include a minimum of 25 percent Asian Indians in his sample. The final choice of respondents was left up to the interviewers. This sampling method is known as ___________ sampling.
a) area
b) quota
c) stratified
d) random
e) representative
7) Through analysis of sales data, Price-cutters retail store found that customers who bought peanut butter tended to also buy bananas. Price-cutters was engaged in:
a) syndicated surveying
b) behavioral analysis
c) focus group analysis
d) unstructured situational forecasting
e) data mining
8) If Staples executives believe that most of the firm's sales are to businesses rather than consumers and that women are more likely to be making purchasing decisions, this would be a(n) ______ that Staples could test through marketing research.
a) hypothesis
b) sample
c) explanation
d) description
e) experiment
9) Suppose that marketers at Lever Bros. are trying to determine whether the use of free samples of Snuggle fabric softener was the reason for a sales increase in a particular store. The type of research conducted to answer this question is
a) causal
b) informal
c) qualitative
d) descriptive
e) exploratory
10) Patricia Robertson is running for Congress from the Sixth District in her state. She is interested in knowing the intended choices of the voters. All the registered voters in her district would constitute the study's
a) sample
b) independent variable
c) dependent variable
d) population
e) experiment
11) In what type of sampling does every element have a known chance of being selected for study?
a) Nonprobability
b) Random
c) Probability
d) Stratified
e) Quota
12) If Procter & Gamble, the maker of Ivory Liquid, wants to know what percentage of customers examine product labels before making a product selection in the grocery store, it can best gain this information through
a) personal interviews
b) observation
c) mail surveys
d) focus groups
e) mall intercepts