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MKT 3413 FINAL EXAM ACTUAL EXAM 2025 | ALL
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Which of the following describes a measurement scale in which respondents rate the objects by placing a mark at the appropriate position on a line that runs from one extreme of the criterion variable to the other? A) a comparative scale B) a continuous rating scale C) an itemized rating scale D) a Likert scale E) extreme scaling ---------CORRECT ANSWER-----------------a continuous rating scale Scores assigned to continuous rating scales by the researcher are typically treated as ________ data. A) nominal B) ordinal C) interval D) ratio E) constant ---------CORRECT ANSWER-----------------interval A(n) ________ allows the respondent to place a mark at any point along a line running between two extreme points rather than selecting from among a set of predetermined response categories. A) comparative scale B) itemized rating scale C) continuous rating scale D) Likert scale E) extreme scaling ---------CORRECT ANSWER-----------------continuous rating scale
Which of the following types of scales are sometimes referred to as graphic rating scales? A) noncomparative scales B) continuous rating scales C) itemized rating scales D) Likert scales E) none of the above ---------CORRECT ANSWER-----------------continuous rating scales Which scale is NOT an itemized rating scale? A) Likert scale B) semantic differential scale C) continuous rating scale D) Stapel scale E) semantic differential ---------CORRECT ANSWER----------------- continuous rating scale According to the text, which of the following is NOT one of the commonly used itemized rating scales? A) Likert scale B) semantic differential C) Stapel scale D) random scale E) All of the above are commonly used itemized rating scales. --------- CORRECT ANSWER-----------------random scale A(n) ________ is a measurement scale having numbers and/or brief descriptions associated with each category with the categories ordered in terms of scale position. A) comparative scale B) itemized rating scale C) continuous rating scale D) Likert scale
A) high interviewer bias B) limited to simple questions C) low sample control for cold mail D) no control of environment E) low speed ---------CORRECT ANSWER-----------------high interviewer bias Which of the following is NOT recognized as an advantage of using electronic interviewing to collect research data? A) no interviewer bias B) high speed C) low cost D) high sample control E) hard-to-reach-respondent contact ---------CORRECT ANSWER------------- ----high sample control All of the following are recognized as disadvantages of using electronic interviewing to collect research data EXCEPT ________. A) high interviewer bias B) limited to simple questions C) low sample control D) low response rate E) moderate quantity of data ---------CORRECT ANSWER-----------------high interviewer bias The tendency of the respondents to give answers that may not be accurate but that may be desirable from a social standpoint is called ________. A) interviewer bias B) social desirability C) nonresponse error D) response rate E) the fundamental attribution error ---------CORRECT ANSWER--------------- --social desirability
________ is defined as the error due to the interviewer's failure to follow the correct interviewing procedures. A) Social desirability B) Nonresponse error C) Interviewer bias D) Response bias E) The fundamental attribution error ---------CORRECT ANSWER-------------- ---Interviewer bias A large and nationally representative sample of households who have agreed to periodically participate in mail questionnaires, product tests, and telephone surveys are called ________. A) focus groups B) electronic groups C) exploratory groups D) mail panels E) household constituencies ---------CORRECT ANSWER-----------------mail panels ________ is the bias that arises when actual respondents differ from those who refuse to participate in ways that affect the survey results. A) Response bias B) Nonresponse bias C) Social desirability D) Interviewer bias E) Facsimile bias ---------CORRECT ANSWER-----------------Nonresponse bias Limitations of e-mail surveys include all of the following EXCEPT ________. A) questionnaires cannot utilize programmed skip patterns, logic checks, or randomization
Which of the following types of incentives is included with the survey or questionnaire? A) promised incentive B) observed incentive C) prepaid incentive D) virtual incentive E) Hollywood incentive ---------CORRECT ANSWER-----------------prepaid incentive A(n) ________ is sent to only those respondents who complete the survey. A) promised incentive B) observed incentive C) prepaid incentive D) virtual incentive E) completion incentive ---------CORRECT ANSWER-----------------promised incentive Which of the survey methods listed below is preferable when using physical stimuli? A) in-home B) mall intercept C) CAPI D) A and C only E) A, B and C ---------CORRECT ANSWER-----------------A, B and C The recording of behavioral patterns of people, objects, and events in a systematic manner to obtain information about the phenomenon of interest is called ________. A) projection B) observation C) description
D) exploration E) micro-pattern research ---------CORRECT ANSWER----------------- observation ________ is an observational research strategy in which human observers record the phenomenon being observed as it occurs. A) Mechanical observation B) Virtual observation C) Personal observation D) Perceptual observation E) Simultaneous rigor ---------CORRECT ANSWER-----------------Personal observation An observational research strategy in which mechanical devices, rather than human observers, record the phenomenon being observed is called ________. A) personal observation B) virtual observation C) perceptual observation D) mechanical observation E) device recording ---------CORRECT ANSWER-----------------mechanical observation Which of the following is NOT a relative disadvantage of using personal observation methods? A) high observation bias B) high analysis bias C) unsuitable in natural settings D) All of the selections are relative disadvantages of using personal observation methods. E) A and B only ---------CORRECT ANSWER-----------------unsuitable in natural settings
Marketing research involves all of the following regarding information EXCEPT ________. A) identification B) collection C) analysis D) manipulation E) dissemination ---------CORRECT ANSWER-----------------Manipulation Which of the following statements is most TRUE about marketing research? A) Marketing research follows an unpredictable path. B) Marketing research is systematic. C) Marketing research cannot be planned. D) All of the answer selections are FALSE. E) A and C are both true. ---------CORRECT ANSWER----------------- Marketing research is systematic. Which of the following statements is most FALSE about marketing research? A) Marketing research follows a predictable path. B) Marketing research is systematic. C) Marketing research is planned. D) Marketing research leads to automatic decisions. E) All of the answer selections are FALSE. ---------CORRECT ANSWER----- ------------Marketing research leads to automatic decisions. ________ research is undertaken to help identify problems that are not necessarily apparent on the surface and yet exist or are likely to arise in the future. ---------CORRECT ANSWER-----------------Problem-identification
Which of the following classifications of marketing research involves going below the surface to identify the true underlying problem that the marketing manager is facing? A) problem solving B) problem manipulation C) problem correction D) problem identification E) problem exception ---------CORRECT ANSWER-----------------problem identification Problem-identification research is typically used to address all of the following topics EXCEPT ________. A) market share B) short-range forecasting C) long-range forecasting D) pricing E) market potential ---------CORRECT ANSWER-----------------pricing Which of the following is the more common of the forms of research and is undertaken by virtually all marketing firms? A) problem-solving research B) problem-identification research C) problem-manipulation research D) problem-correction research E) problem exception ---------CORRECT ANSWER-----------------problem- identification research According to the text, ________ is typically used to assess the environment and diagnose problems. A) problem-solving research B) problem-manipulation research C) problem-identification research D) problem-correction research
C) market potential D) market share E) C and D ---------CORRECT ANSWER-----------------C and D Which of the following is NOT a step in the marketing research process? A) problem definition B) problem correction C) research design formulation D) report generation and presentation E) data preparation and analysis ---------CORRECT ANSWER----------------- problem correction Which of the following is NOT a step in the marketing research process? A) problem correction B) fieldwork C) research design formulation D) report generation and presentation E) data preparation and analysis ---------CORRECT ANSWER----------------- problem correction The first step in any marketing research project is to ________. A) define the problem B) develop an approach to the problem C) formulate the research design D) correct the problem E) eliminate the problem ---------CORRECT ANSWER-----------------define the problem If an outside agency was brought in to conduct work for a research project after the first three steps in the marketing research process were completed, which step would the agency conduct? A) define the problem
B) develop an approach to the problem C) formulate the research design D) correct the problem E) do fieldwork or collect data ---------CORRECT ANSWER-----------------do fieldwork or collect data The marketing chief of Fossil is considering the introduction of a super functional, fashionable wristwatch for men and women priced at $99. For this, he decided on 30 telephonic interviews from their customer database, 50 valid survey responses from individuals whose income is greater than $60,000 and 2 focus groups. To which of the six steps of the marketing research process do the actions of the marketing chief for Fossil fall into? A) defining the problem B) developing an approach to the problem C) doing analysis D) doing fieldwork or collecting data E) formulating the research design ---------CORRECT ANSWER--------------- --formulating the research design Which of the following is NOT a form of interviewing in the data collection stage of the research process? ---------CORRECT ANSWER----------------- observational interviewing All of the following are steps involved in the data-preparation stage of collected data EXCEPT ________. ---------CORRECT ANSWER--------------- --collecting Which of the following is NOT considered an uncontrollable environmental factor? A) competition B) social and cultural factors C) political factors
primarily collected through surveys, purchase and media panels, and scanners. What kind of service does ABC provide in the marketing research industry? ---------CORRECT ANSWER-----------------syndicated services Outside marketing research companies hired to supply marketing research data are called ________. A) horizontal suppliers B) vertical suppliers C) external suppliers D) internal suppliers E) full-service suppliers ---------CORRECT ANSWER-----------------external suppliers According to the text, most of the research suppliers are ________. A) multinational operations B) Fortune 500 operations C) foreign operations D) small operations E) 501(c)(3) organizations ---------CORRECT ANSWER-----------------small operations The services of full-service suppliers can be categorized into all of the following types of services EXCEPT ________. A) syndicated services B) environmental services C) customized services D) Internet services E) All of the above are types of full-service suppliers. ---------CORRECT ANSWER-----------------environmental services
Companies that collect and sell common pools of data designed to serve information needs that a number of clients share are called ________. A) environmental services B) customized services C) syndicated services D) Internet services E) field services ---------CORRECT ANSWER-----------------syndicated services All of the following represent main methods used by syndicated services to collected data EXCEPT ________. A) focus groups B) surveys C) panels D) scanners E) audits ---------CORRECT ANSWER-----------------focus groups According to the text, which of the following organizations was recognized as the largest global research firm based on global research revenues? A) IMS Health Inc. B) Arbitron Inc. C) Nielsen D) Ipsos E) GfK SE ---------CORRECT ANSWER-----------------Nielsen Which of the following marketing research firms does NOT offer customized services? A) Kantar B) Westat C) Burke, Inc. D) Field Work Chicago, Inc. E) All offer customized services. ---------CORRECT ANSWER----------------- Field Work Chicago, Inc.
C) take courses in statistics and quantitative methods D) develop verbal communication skills E) all of the above ---------CORRECT ANSWER-----------------all of the above A formalized set of procedures for generating, analyzing, storing, and distributing pertinent information to marketing decision makers on an ongoing basis is called a(n) ________. A) transactions processing system B) formal system C) marketing information system D) expert system E) research directorate ---------CORRECT ANSWER-----------------marketing information system In order to compare the national retailers' success in selling its brands of digital cameras with the national retailers' success in selling traditional camera equipment, the marketing manager for Sony decided to use the billing information Sony has for these national retailers. This information is fed into spreadsheets formatted in tabular form and updated continuously as accounts change. In doing so, the marketing manager for Sony utilized which one of the following? A) a rolling audit B) a functional system C) an expert system D) a decision support system E) a marketing information system ---------CORRECT ANSWER----------------
- a marketing information system An information system that enables decision makers to interact directly with both databases and analysis models is called a(n) ________. A) transaction processing system B) decision support system C) expert system D) marketing information system
E) information load ---------CORRECT ANSWER-----------------decision support system Which of the following is NOT a characteristic of a marketing information system? A) structured problems B) use of reports C) information displaying restricted D) can improve decision making by using "what-if" analysis E) can improve decision making by clarifying new data ---------CORRECT ANSWER-----------------can improve decision making by using "what-if" analysis Which of the following is NOT mentioned as a limitation of social media for conducting marketing research? A) lower objectivity standards for social media B) self selection bias C) advocacy bias D) expressive bias E) All of these are mentioned as limitations. ---------CORRECT ANSWER--- --------------expressive bias Which of the following stakeholders is NOT mentioned as being directly affected by marketing research activities? A) the government B) the client C) the respondent D) the public E) the marketing researcher ---------CORRECT ANSWER-----------------the government
