Multiple Choice Questions

1. _______ studies are conducted at a single point in time and thus provide a snapshot of the subject or topic being studied at that particular time.

A. cross section

B. cross tabulation

C. longitudinal

D. pilot

2. Most marketing research survey studies are ___________ studies in nature as marketing mangers seek information to solve a particular problem or to develop specific marketing strategies.

A. cross tabulation

B. cross section

C. longitudinal

D. pilot

3. A ___________ is a study that asks the same questions at multiple points in time

A. cross tabulation

B. cross section

C. longitudinal

D. pilot

4. Within marketing, tracking studies are a type of __________ study.

A. cross tabulation

B. cross section

C. pilot

D. longitudinal

5. Nielsen uses a consumer panel to determine television viewership and, thus, the Nielsen television ratings. Other firms, such as Experian, uses consumer panels to study consumer behavior and consumer attitudes. These are usually known as ______ studies.

A. cross tabulation

B. cross section

C. pilot

D. longitudinal

6. Research errors can be divided into two broad groups, known as:

A) random error and systematic errors

B) systemic error and systematic errors

C) nonresponse error and response error

D) researcher error and respondent error

7. Generally speaking, the more people that are surveyed, the less impact ______ error will have on the data.

A) nonrandom

B) random

C) systemic

D) systematic

8. The only way to eliminate random error entirely is to

A) survey every single member of the population

B) use statistical analysis

C) use a longitudinal study

D) use a causal research design

9. ________ results from a mistake or problem in the research design or the research process

A) nonrandom

B) random

C) systemic

D) systematic

10. Systematic errors include all of the following EXCEPT:

A) sample design error,

B) respondent error

C) nonresponse error

D) measurement error