Marketing Research
Practice Test
1.
Another term for “hard data” is
a.
qualitative research
b.
observation research
c.
quantitative research
d.
experimental research
2.
Organizing questionnaire responses into categories and assigning a unique code to each response prior to data entry is
a.
coding
b.
computerized data entry
c.
tabulation
d.
organizing
3.
A researcher using the observation method will
a.
watch a focus group through a one-way mirror
b.
record the behavior of research subjects without any direct contact or interaction
c.
use a mechanical device to record the behavior of research subjects
d.
all of the above
4.
The estimated inaccuracy of the results of a study when a population sample is used to explain the behavior of the total population is
a.
instrument error
b.
sampling error
c.
bias
d.
contamination
5.
A percentage that reflects the probability that the data generated from a sample will be representative of the entire target population is the
a.
research confidence level
b.
reliability level
c.
ratio of sample confidence
d.
level of limitation
6.
Fixed measurable factors that establish and limit how something must be done are
a.
parameters
b.
variables
c.
objectives
d.
quotas
7.
An error that results from survey participants deliberately falsifying their responses is
a.
bias
b.
instrument error
c.
interviewer error
d.
respondent error
8.
In-house publications that communicate happenings in a company and among a company’s employees are known as
a.
convenience newsletters
b.
house organs
c.
corporate vehicles
d.
executive newsletters
9.
Another term for the universe in marketing research is the
a.
sample
b.
cell
c.
focus group
d.
target population
10.
A survey in which all respondents will interpret the questionnaire items the same way is described as having
a.
single-mindedness
b.
objectivity
c.
reliability
d.
validity
