Fill in the Blank

Question 1

The application of the scientific method in searching for the truth about market and marketing
phenomena is called

Answer 1

marketing research

Question 2

_____ orientation recognizes that multiple parties are affected by firm decisions

Answer 2

stakeholder

Question 3

_____ are recorded facts or measures of certain phenomena

Answer 3

data

Question 4

______ is a collection of raw data arranged logically and organized in a form that can be stored
and processed by a computer

Answer 4

database

Question 5

______ are small data files that record a user’s web usage history

Answer 5

cookies

Question 6

in the opening case of Chapter 1, the technology brand featured is

Answer 6

apple

Question 7

A _______ is a situation that makes some potential competitive advantage possible

Answer 7

market opportunity

Question 8

_______ research aims to clarify ambiguous situations or discover ideas that may amount to
true business opportunities

Answer 8

exploratory

Question 9

______ data is the fourth stage in the marketing research process

Answer 9

collecting

Question 10

______ involves any procedure that draws conclusions based on measurements of a portion of
the entire population

Answer 10

sampling

Question 11

The example of Rite Aid drug stores testing a new store layout is part of the exploratory research
design called

Answer 11

concept testing

Question 12

_______ represents ways of studying cultures through methods that involve becoming
highly active within that culture

Answer 12

Ethnography

Question 13

A one-on-one interview between a professional researcher and a research respondent is called

Answer 13

Depth Interview

Question 14

______ error results from some imperfect aspect of the research design or from a mistake in
the execution of the research

Answer 14

sampling

Question 15

________ bias is the tendency for a respondent to maintain a consistent response style often
tending to try to go along and agree with the viewpoint of a survey

Answer 15

Acquiescence

Question 16

________ is a situation in which one chooses from alternative courses of actions, each
with different ethical implications

Answer 16

ethical dilemma

Question 17

______are the principles that reflect beliefs about what is ethical and what is
unethical

Answer 17

moral standards

Question 18

______ ethics is the application of morals to behavior related to the exchange environment

Answer 18

marketing

Question 19

______ refers to the fact that common products like cars, appliances, etc., are
connected to the Internet and provide large amounts of data for marketing research

Answer 19

internet of things

Question 20

_______ are commercial providers of marketing research services.

Answer 20

research suppliers

Question 21

_______ questions pose a problem and ask respondents to answer in their own words.

Answer 21

open-ended

Question 22

A _____ is an investigation involving measurement of all the individual elements that make up
the population - a total enumeration rather than a sample

Answer 22

census

Question 23

______ questions provide a clue to jog the respondent’s memory

Answer 23

aided recall

Question 24

Order _____ results when a particular sequencing of questions affects the way a person responds
or when the choices provided as answers favor one response over another

Answer 24

bias

Question 25

______ sampling refers to sampling by obtaining people or units that are conveniently
available

Answer 25

Convenience

Question 26

In ______ sampling, a subsample is drawn using simple random sampling within each
stratum

Answer 26

Stratified

Question 27

reliability

Answer 27

is an indicator of a measure’s internal consistency

Question 28

A Fahrenheit temperature scale is a classic example of_____ scale of measurement

Answer 28

interval

Question 29

Airport terminals are identified by Terminals A, B, or C. This scale of measurement is called

Answer 29

nomnial

Question 30

______ is the long-run relative frequency with which an event will occur

Answer 30

probability

Question 31

______ statistics allow inferences about a whole population from a sample

Answer 31

inferential

Question 32

_______ is the long-run relative frequency with which an event will occur

Answer 32

Probability

Question 33

______ is the distance between the smallest and the largest values of a frequency distribution

Answer 33

range

Question 34

A _______ is a graphical way of showing the frequency distribution in which the height of a
bar corresponds to the frequency of a category

Answer 34

histogram

Question 35

_____ statistical analysis tests hypotheses involving two variables

Answer 35

bivariate

Question 36

Type ____ error occurs when a condition that is really true in the population is rejected based on
statistical observations

Answer 36

1

Question 37

Type ___ error occurs when a condition that is not true in the population is accepted based on
statistical observations

Answer 37

2

Question 38

_____ test involves comparing the observed frequencies with the expected frequencies in
each cell of the table

Answer 38

Chi-Square

Question 39

ANOVA stands for ______

Answer 39

Analysis of Variance

Question 40

A ______ indicates the percentage of population elements that successfully meet a criterion
for membership in a category

Answer 40

proportion