Marketing
20th Edition
ISBN: 9780357033791
Author: Pride, William M
Publisher: South Western Educational Publishing
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A survey design provides a quantitative description of trends, attitudes, and opinions of a population.
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- Structured observation is used in both qualitative and quantitative research. True Falsearrow_forward7. Which of the following is NOT a form of nonrandom sampling? a) Quota sampling b) Purposive sampling c) Snowball sampling d) Convenience sampling 8. The ability to generalize the results of a study is related to......... a) External validity b) Manipulation c) Internal validity d) Predictive validity 9. Which of the following is of least concern to a qualitative researcher? a) trustworthiness b) Validity c) Generalizability d) Understanding 10. The most important consideration in selecting a sample is that it should be.... a) Selected from a large number of individuals or elements b) Selected from the population by means of a table of random numbers c) Made up of a large number of subjects d) Representative of the populationarrow_forwardUnder what conditions might a firm use multiple forecasting methods?arrow_forward
- Using Table 5.3, choose the appropriate survey method(s) you would use to collect primary data for one of your information needs. What sampling method would you use?arrow_forwardShould the company promise to never again conduct a survey of this sort? Should it go even further and explicitly ban research intended to manipulate the responses of its users?arrow_forwardThe Baker Company wants to develop a budget to predict how overhead costs vary with activity levels. Management is trying to decide whether direct labor hours (DLH) or units produced is the better measure of activity for the firm. Monthly data for the preceding 24 months appear in the file P13_40.xlsx. Use regression analysis to determine which measure, DLH or Units (or both), should be used for the budget. How would the regression equation be used to obtain the budget for the firms overhead costs?arrow_forward
- Do the sales prices of houses in a given community vary systematically with their sizes (as measured in square feet)? Answer this question by estimating a simple regression equation where the sales price of the house is the dependent variable, and the size of the house is the explanatory variable. Use the sample data given in P13_06.xlsx. Interpret your estimated equation, the associated R-square value, and the associated standard error of estimate.arrow_forwardManagement of a home appliance store wants to understand the growth pattern of the monthly sales of a new technology device over the past two years. The managers have recorded the relevant data in the file P13_05.xlsx. Have the sales of this device been growing linearly over the past 24 months? By examining the results of a linear trend line, explain why or why not.arrow_forwardThe file P14_01.xlsx contains data on 100 consumers who drink beer. Some of them prefer light beer, and others prefer regular beer. A major beer producer believes that the following variables might be useful in discriminating between these two groups: gender, marital status, annual income level, and age. a. Use logistic regression to classify the consumers on the basis of these explanatory variables. How successful is it? Which variables appear to be most important in the classification? b. Consider a new customer: Male, Married, Income 42,000, Age 47. Use the logistic regression equation to estimate the probability that this customer prefers Regular. How would you classify this person?arrow_forward
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