SOLVED

71) A ________ sample is a type of probability sample in which a researcher divides the population into segments that relate to the study’s topic. A) systematic B) convenience C) stratified D) quota E) simple random 72) What is a major drawback of probability sampling? A) It can be time consuming. B) The sample is proportionate to the population. C) The most difficult population from which to obtain information is chosen. D) Everyone has an equal chance of selection. E) Marketers must rely on the judgment of the researcher in respondent selection. 73) Which of the following is true about a nonprobability sample? A) The hierarchical sampling method is used to select people who appear most willing to participate. B) Representativeness is the key determinant of who participates. C) A researcher uses personal judgment to select participants. D) Every member of the population is included in the sample. E) Each member of the population has some chance of being included in the sample. 74) A survey questioned men and women to determine how each group felt about low-fat foods advertising on television. The results from male and female respondents were examined separately to see if their responses were different. The research results were analyzed using ________. A) ethnographic techniques B) single-source data methods C) cross-tabulation D) standard correlation calculations E) projective techniques 75) In general, a research report will NOT include ________. A) an executive summary of the report that covers the high points of the total report B) a description of the research methodology C) a discussion of the results of the study, including tabulations, cross-tabulations, and additional statistical analysis D) a discussion of limitations of the study E) a situation analysis 76) A cosmetic company asked 293 women who were wearing their StayColor line of cosmetics to rub their cheeks against their shirts using “the pressure they use when caressing someone else’s face.” The company was conducting ________. A) syndicated research B) custom research C) case study research D) secondary research E) none of the above 77) RBC Royal Bank wanted to evaluate the financial value of its substantial personal customer base to determine which type of customers were the most valuable to the bank. To do this, the bank looked at revenues and expenses from each of its financial products, including loans and credit card usage. To identify and then analyze this information, the bank utilized the MIS analysis technique called ________. A) data warehousing B) marketing research C) probability sampling D) data mining E) market basket analyzing 78) Tabak catalog retailer studies about 3,500 variables over the lifetime of a customer’s relationship. Through ________, it has found that customers who change residences are three times more likely than customers who do not move as frequently to buy tables, fax machines, and decorative products but are no more likely to buy jewelry or footwear. A) data mining B) prospecting C) sampling D) latitudinal research E) customer acquisition 79) A catalog retailer studies about 3,500 variables over the lifetime of a customer’s relationship. It has found that customers who change residences are three times more likely than customers who do not move as frequently to buy tables, fax machines, and decorative products but are no more likely to buy jewelry or footwear. By using data analysis to determine which promotion to target to customers who have recently moved, this catalog retailer has engaged in ________. A) customer retention B) customer acquisition C) customer abandonment D) customer accrual E) market basket analysis 80) To determine what type of information to add to its Web site in order to attract more visitors, an Internet company could look at a survey by the AOL/Roper Starch Cyberstudy, which showed the primary activities Americans are most likely to engage in when surfing the Internet. This study is an example of ________. A) ethnographic data B) a secondary data source C) a primary internal data source D) data mining E) a primary external data source