1. Exam 1 – example questions

2. EASY “Mortgage rates are going up” is an issue pertaining to which aspect of the marketing environment: –Economic –Political –Natural –Market –Legal

3. EASY The research question –refers to the question of whether or not to proceed at each evaluation point in the research project. –should not be specified in research involving internal problem-solving. –should be prepared in general terms. –asks what specific information is needed to achieve the research purpose. –should be consistent with the research purpose, with only one question stated for each purpose.

4. MEDIUM You wanted to measure subject’s knowledge of the rules of football but you asked “how often do you follow the NFL games”. You committed the following error surrogate information error population definition error non-response error measurement error none of the above

5. MEDIUM To find out if the amount spent on a vacation is associated with the buyer’s income, one would use: –descriptive research –exploratory research –causal research –focus groups –none of the above

6. MEDIUM Sampling error is –the difference between a true measure in the population and a measure obtained from a sample representing the population. –the difference between the expected measure of the population and a true measure obtained from the population. –the difference between the expected measure of the sample and a true measure obtained from the sample in a previous study. –a researcher induced error. –none of these.

7. EASY If a carefully designed experiment reveals that an ad did cause a change in attitudes, the experiment has –external validity. –internal validity. –Criterion validity –reliability –Discriminant validity

8. EASY The question: “How much do you like the Super Bowl” on a scale of 1 (hate it) to 5 (love it) is a –Likert scale question –Thurstone scale question –Constant sum scale question –Stapel scale question –Semantic Differential scale question

9. EASY Company profits (in dollars) represent what kind of data –Interval –Nominal –Ratio –Rank order –Categorical

10. HARD To rule out history effects (e.g. pre-existing attitudes) in an experiment, one should –Take an observation before the manipulation –Have a control group –Take an observation before and after the manipulation –Assign subjects randomly to the experimental and control groups –Take an observation only after the manipulation

11. HARD Non-response bias occurs because –The sample is not of an adequate size –All members in the sample did not respond to the questionnaires –Those members who did not respond differed from those who responded in some fundamentally material way –The sample did not represent the population of interest –The sample was too large – a smaller sample would have increased response rates

12. EASY Absence of reliability induces –Systematic error in the measurement –Response error in the measurement –Random error in the measurement –Recording error in the measurement –Sampling error in the measurement

13. MEDIUM Suppose as a researcher you are interested in finding out the position of the brand in the respondent’s consideration (evoked) set. The appropriate test for this would be to measure –Recognition –Recall –Desire –Attitudes –Intentions

14. MEDIUM Confirming that “attitude to Coke” and “intention to buy Coke” are two different constructs, is tested by examining –Criterion validity –Convergent validity –Sensitivity –Dimensionality –Discriminant validity

15. EASY What is the problem with the question – –How much do you like the price and image of Coke Hate it12345Love it –Categories not mutually exhaustive –Leading question – Choices not mutually exclusive –Double barreled question –Dichotomous question