Question 1

A(n)  _____ is an unobservable concept that is measured by a group of related variables.

Accepted Answer

A)   quota
B)   construct
C)   alternative hypothesis
D)   parameter
E)   null hypothesisF) B) and C)
G) C) and D)

Question 2

The logical starting point in searching for secondary data is to look for data in government documents and websites.

Accepted Answer

A) True 
 B)False

Question 3

_____ are sources of external secondary data.

Accepted Answer

A)   Customer letters
B)   U.S. census reports
C)   Accounts receivable reports
D)   Warranty cards
E)   Sales invoicesF) C) and D)
G) A) and E)

Question 4

There are two types of panel-based data sources: those reflecting actual purchases of products and services and those reflecting media habits.

Accepted Answer

A) True 
 B)False

Question 5

_____ is a comprehensive examination of available information that is related to a research topic.

Accepted Answer

A)   A literature review
B)   A conjoint analysis
C)   A situation analysis
D)   Concept testing
E)   Cluster samplingF) A) and E)
G) B) and E)

Question 6

A positive relationship is an association between two variables in which they increase or decrease together.

Accepted Answer

A) True 
 B)False

Question 7

A(n)  _____ hypothesis is a statistical hypothesis that is tested for possible rejection under the assumption that it is True.

Accepted Answer

A)   marginal
B)   test
C)   null
D)   theoretical
E)   alternativeF) C) and D)
G) C) and E)

Question 8

The failure to reject a null hypothesis means that the null hypothesis is definitely True.

Accepted Answer

A) True 
 B)False

Question 9

Evaluating secondary data based on the purpose criterion involves _____.

Accepted Answer

A)   ensuring accuracy of the secondary data
B)   ensuring the data is consistent with the research objectives at hand
C)   seeking multiple sources of the same data to assure consistency
D)   finding flaws in the methodological procedures used in collecting the data
E)   determining the underlying motivation or hidden agenda, if any, of the organization that collected the secondary dataF) B) and E)
G) A) and C)

Question 10

Explain the importance of internal secondary data.

Accepted Answer

A company's own internal information is ...

Question 11

Many of the biases of consumer panels are also found in store audits.

Accepted Answer

A) True 
 B)False

Question 12

How is a construct different from a variable? Give two examples of each.

Accepted Answer

A variable is an observable item that is...

Question 13

Briefly explain the process of conceptualization.

Accepted Answer

Researchers follow the process of concep...

Question 14

In the context of developing a conceptual model, a(n)  _____ is the construct researchers are seeking to explain.

Accepted Answer

A)   dependent variable
B)   independent variable
C)   positive relationship
D)   negative relationship
E)   null hypothesisF) B) and E)
G) B) and D)

Question 15

Which of the following hypotheses is always tested by statisticians and market researchers?

Accepted Answer

A)   Test hypothesis
B)   Alternative hypothesis
C)   Null hypothesis
D)   Theoretical hypothesis
E)   Rejection hypothesisF) A) and E)
G) A) and B)

Question 16

A primary research must always be conducted along with collecting secondary data to address a research problem.

Accepted Answer

A) True 
 B)False

Question 17

Internal secondary data is collected by organizations other than the company itself.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following statements is True about consumer panels?

Accepted Answer

A)   They provide accurate and specific reporting of socially sensitive expenditures.
B)   They are more expensive than primary data collection methods.
C)   They provide information that is limited to the data collected at the point of purchase.
D)   They only provide information about the intentions or propensities to purchase.
E)   They are the most readily available sources of secondary data.F) A) and E)
G) D) and E)

Question 19

Conceptualization of a model means developing a:

Accepted Answer

A)   research concept before developing a literature review.
B)   conceptual model of the geographic area from which the sample would be drawn.
C)   text-based model to do statistical testing of hypothesized relationships.
D)   conceptual model of a new product before it is tested in a lab setting.
E)   model that shows variables and hypothesized relationships between variables.F) A) and B)
G) B) and D)

Question 20

A literature review can suggest research hypotheses to investigate.

Accepted Answer

A) True 
 B)False

Exam 3: Secondary Data, Literature Reviews, and Hypotheses

_____ are sources of external secondary data.

Correct AnswerverifiedShow Answer

A positive relationship is an association between two variables in which they increase or decrease together.

Correct AnswerverifiedShow Answer

Which of the following hypotheses is always tested by statisticians and market researchers?

Correct AnswerverifiedShow Answer

In the context of developing a conceptual model, a(n) _____ is the construct researchers are seeking to explain.

Correct AnswerverifiedShow Answer

There are two types of panel-based data sources: those reflecting actual purchases of products and services and those reflecting media habits.

Correct AnswerverifiedShow Answer

The logical starting point in searching for secondary data is to look for data in government documents and websites.

Correct AnswerverifiedShow Answer

Briefly explain the process of conceptualization.

Correct AnswerverifiedResearchers follow the process of concep...View AnswerShow Answer

Evaluating secondary data based on the purpose criterion involves _____.

Correct AnswerverifiedShow Answer

A(n) _____ hypothesis is a statistical hypothesis that is tested for possible rejection under the assumption that it is True.

Correct AnswerverifiedShow Answer

A primary research must always be conducted along with collecting secondary data to address a research problem.

Correct AnswerverifiedShow Answer

The failure to reject a null hypothesis means that the null hypothesis is definitely True.

Correct AnswerverifiedShow Answer

Conceptualization of a model means developing a:

Correct AnswerverifiedShow Answer

Explain the importance of internal secondary data.

Correct AnswerverifiedA company's own internal information is ...View AnswerShow Answer

Internal secondary data is collected by organizations other than the company itself.

Correct AnswerverifiedShow Answer

Many of the biases of consumer panels are also found in store audits.

Correct AnswerverifiedShow Answer

How is a construct different from a variable? Give two examples of each.

Correct AnswerverifiedA variable is an observable item that is...View AnswerShow Answer

_____ is a comprehensive examination of available information that is related to a research topic.

Correct AnswerverifiedShow Answer

A literature review can suggest research hypotheses to investigate.

Correct AnswerverifiedShow Answer

A(n) _____ is an unobservable concept that is measured by a group of related variables.

Correct AnswerverifiedShow Answer

Which of the following statements is True about consumer panels?

Correct AnswerverifiedShow Answer

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Researchers follow the process of concep...
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A company's own internal information is ...
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A variable is an observable item that is...
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