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When reporting studies in a literature review, one should include only those studies that are consistent with each other.

A) True
B) False

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Alternative hypothesis:


A) is the value of a variable that is estimated from a sample.
B) is the true value of a variable.
C) states that there is a relationship between two variables.
D) is the actual value of a variable, which can only be known by collecting data from every member of the relevant population.
E) is notated as H0.

F) A) and E)
G) A) and B)

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If a person visits a coffee shop for buying coffee, the size of the coffee cup he buys is a function of the time of the day he makes the purchase. In this case, the null hypothesis can be stated as:


A) the person buying the coffee is independent of the size of the coffee cup.
B) the size of the coffee cup purchased does not depend on the time when the purchase is made.
C) the size of the coffee cup purchased depends on the time when the purchase is made.
D) the earlier in the day the purchase is made, the bigger the size of the coffee cup purchased.
E) the size of the coffee cup is dependant on the person buying the coffee.

F) B) and E)
G) All of the above

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Data collected using consumer panels cost higher than primary data collection methods.

A) True
B) False

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False

A literature review can help a researcher with all of the following, EXCEPT:


A) suggest research hypotheses.
B) help clarify and define the research questions.
C) collect primary data on key variables.
D) identify scales to measure variables.
E) identify methodologies to conduct the study.

F) A) and D)
G) A) and C)

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In which of the following situations is deal proneness treated as a dependent variable in a relationship?


A) Deal proneness is predicted by a person's household income
B) Deal proneness results in greater price sensitivity
C) As deal proneness goes up, a person tends to spend more time in comparison shopping
D) Deal proneness does not depend on a person's age
E) There is a relationship between deal proneness and brand loyalty

F) B) and D)
G) A) and B)

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If NAICS code 13 is assigned to Oil & Gas Extraction, then NAICS code 1321 could signify Natural Gas Liquids, which is indicative of the fact that this 4 digit code (1321) is representing the specific industry group (Oil & Gas Extraction).

A) True
B) False

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All of the following are true about conceptualization, EXCEPT:


A) it helps identify the variables for your research.
B) it is called a Maven model.
C) it specifies hypotheses and relationships.
D) it prepares a visual representation of the relationships under study.
E) it displays the hypothesized relationships using a box and arrows diagram.

F) None of the above
G) B) and C)

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Illustrate sources of traditional internal secondary data.

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One source could be the internal accounting and financial records of the company that consist of sales invoices, account receivable reports, quarterly sales reports, and sales activity reports. Other forms of internal data include past marketing research studies, consumer credit applications, warranty cards, and employee exit interviews.

A client wants to know the best form of advertising for his online job portal. He appoints a researcher to provide him with all details. The researcher intends to do a literature review, which will help meet all of the following objectives, EXCEPT:


A) provide background information about the current study.
B) research hypotheses to obtain answers to specific research questions.
C) clarify thinking about the research problem.
D) help define important constructs of interest to the study.
E) know about another job portal which used Facebook effectively to increase page hits.

F) A) and B)
G) A) and C)

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If one wants to use sources that include reports that have gone through a review process by peers, one should refer to popular sources.

A) True
B) False

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Which of the following hypothesis is always tested by researchers?


A) Test hypothesis
B) Alternative hypothesis
C) Null hypothesis
D) Statistical hypothesis
E) Rejected hypothesis

F) C) and E)
G) A) and B)

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One can use literature review to identify appropriate sampling approaches that have been successful in studying similar topics.

A) True
B) False

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Harris is a market researcher for Toyota, and is currently using Literature Review to collect information on the number of people normally caught for drunk driving so as to help Toyota plan for the sales of their new Anti-Drunk Driving gadget. Which of the following will NOT help Harris?


A) Doing a desk research by browsing the Internet for such statistics.
B) Doing a desk research by reading an article on the working mechanism of the gadget.
C) Collecting external secondary data from the City Traffic Police records.
D) Doing a field research by talking to car owners.
E) Obtaining customer knowledge information from car rental shops.

F) All of the above
G) B) and D)

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A researcher prefers using scholarly sources instead of popular resources. All of the following are reasonable justification for doing so, EXCEPT:


A) scholarly sources are more current than popular sources.
B) scholarly sources provide access to new findings and information whereas popular sources report secondhand findings.
C) scholarly sources go through the rigorous process of peer review.
D) scholarly sources are written in more appropriate technical language.
E) scholarly sources can be tracked using Web-based bookmarking tools.

F) B) and E)
G) A) and B)

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Sample statistics are estimates of population parameters.

A) True
B) False

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True

The end result of conceptualization is a visual display of hypothesized relationships.

A) True
B) False

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In what ways can the information generated by media panels be useful to marketers?

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Media panels measure media consumption h...

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What are the objectives of doing a literature review?

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A literature review is a comprehensive e...

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John is getting ready to conduct a store audit. He makes a list of key variables measured in a store audit. Which of the following is NOT one of them?


A) Beginning and ending inventory levels
B) Sales receipts
C) Point-of-purchase displays
D) Consumer attitudes toward store displays
E) In-store promotions

F) A) and E)
G) A) and D)

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