1. Which statement is false? A. Step 2 of the marketing research process is the development of an approach to the problem B. Step 4 of the marketing research process is fieldwork or data collection. C. The marketing research process includes six steps or stages. D. Step 6 of the marketing research process is data preparation and analysis. 2. Organizations engage in marketing research for two reasons: problem-identification research and problem-solving research. Which is not an example of problem-solving research? A. Segmentation research B. Product research C. Promotion research D. Market share research 3. The problem audit is not recommended to be used with decision makers. A. True B. False 4. The purpose of interviewing experts is to help define the marketing research problem rather than to develop a conclusive solution. A. True B. False 5. A hypothesis is a(n) ___________ statement or proposition about a factor or phenomenon that is of interest to the researcher. A. proven B. unproven C. refuted D. confirmed 6. Which statement is false? A. Conclusive research includes descriptive and causal research. B. Descriptive research includes cross-sectional design and longitudinal design. C. The objective of conclusive research is to test specific hypotheses and examine relationships. D. Exploratory research includes causal research. 7. Cohort analysis consists of a series of surveys conducted at appropriate time intervals, where the cohort serves as the basic unit of analysis. A. True B. False 8. __________________ error is the variation between the information needed for the marketing research problem and the information sought by the researcher. A. Sampling frame B. Respondent selection C. Unwillingness D. Surrogate information 9. With respect to criteria for evaluating secondary data, currency refers to __________ . A. Costs B. Data collection method C. Definition of key variables D. Time lag between collection and publication

10. With regards to syndicated services, verification of product movement by examining physical records or performing inventory analysis refers to ____________ . A. media panels B. audit services C. scanner panels with Cable TV D. scanner volume tracking data 11. A(n) _____________ is an interview conducted by a trained moderator in a non-structured and natural manner with a small group of respondents. A. association technique B. projective technique C. depth interview D. focus group 12. A cartoon test is a type of construction technique. A. True B. False 13. With regards to observation methods, voice pitch analysis is an example of ___________ . A. personal observation B. mechanical observation C. content analysis D. trace analysis 14. _____________ variables are all variables other than the independent variables that affect the response on the test units. A. Extraneous B. Test C. Dependent D. Internal 15. Test marketing is what type of research? A. Laboratory B. Descriptive C. Causal D. Exploratory 16. The ________ characteristic means that the scale has a unique or fixed beginning or true zero point. A. description B. order C. distance D. origin 17. A rank order scale is a comparative scale. A. True B. False 18. Which is not an objective of a questionnaire? A. Minimize response error B. Translate the information needed into a set of specific questions that the respondents can and will answer C. Uplift, motivate, and encourage the respondent to become involved in the interview, to cooperate, and to complete the interview. D. Maximize the number of questions.

19. "Do you think Coca-Cola is a tasty and refreshing soft drink?" This is an example of a good question to have on a questionnaire. A. True B. False 20. On a questionnaire basic information should be obtained last. A. True B. False 21. If the sample size is equal to or more than 10% of the population, what should you do? A. Use the finite population correction B. Change the confidence level C. Change the level of precision D. Change the z value 22. In _____________ sampling, an initial group of respondents is selected, usually at random. After being interviewed, these respondents are asked to identify others who belong to the target population of interest. Subsequent respondents are selected based on the referrals. A. judgemental B. quota C. snowball D. probability 23. _____________ includes consistency checks and treatment of missing responses. A. Transcribing B. Coding C. Selecting a data analysis strategy D. Data cleaning 24. Which statistic will you use to test for statistical significance for a 2 x 2 cross-tabulation? A. z B. t C. Chi-square D. Phi coefficient 25. Which is not a measure of location? A. Mean B. Mode C. Variance D. Median