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Essentials of Marketing Research Putting Research Into Practice 1st Edition Clow Test Bank 1
Essentials of Marketing Research Putting Research Into Practice 1st Edition Clow Test Bank 1
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
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
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
9. ________ results from a mistake or problem in the research design or the research
process
A) nonrandom
B) random
C) systemic
*D) systematic
A) frame error
B) specification error
C) selection error
*D) measurement error
14. Suppose a bank such as J.P. Morgan Chase wanted to survey their customers and
defined the population as all of its customers. Now suppose that all credit card and/or
checking account holders were used as the sample frame. The resulting error falls under
the label of:
A) specification error
*B) frame error
C) selection error
D) measurement error
15. _________ occurs when the sampling procedures are not followed or are not clearly
defined.
A) specification error
B) frame error
*C) selection error
D) measurement error
16. _____ occurs when there is a difference between the responses of those who
participate in a study and those who do not.
A) Selection bias
B) Response error
*C) Nonresponse bias
D) Specification error
17. The _____________is the percentage of individuals who complete a study from
among those who are contacted and asked to participate
A) incidence rate
Essentials of Marketing Research: Putting Research Into Practice
Kenneth E. Clow & Karen E. James
Instructor Test Bank
20. ________ is the difference between the responses that are obtained and the true
responses that were sought
A) specification error
B) frame error
C) selection error
*D) measurement error
21. ______ occur when data from a survey instrument are either incorrectly coded or
incorrectly entered into the computer program that is being used to tally the data and to
analyze results.
*A) process error
B) interviewer error
C) measurement instrument error
D) frame error
22. ______ occurs with the questionnaire itself, such as question wording leading
respondents or confusing them as to what is being asked.
A) process error
B) interviewer error
*C) measurement instrument error
D) frame error
23. The traditional methods of telephone and mail surveys have been steadily declining in
usage in favor of online methods and mixed modes due to
A) cost and speed of response
B) response rates
*C) both of the above
D) none of the above
Essentials of Marketing Research: Putting Research Into Practice
Kenneth E. Clow & Karen E. James
Instructor Test Bank
24. Before the 1990s, __________ research was the most popular method of conducting
survey research
A) mail survey
*B) land line telephone
C) door to door in-person
D) internet-based
25. Research has shown that the advance letter (to a telephone interview) will increase
the response rate about _______over no advance letters
A) 1% to 2%
*B) 8% to 10%
C) 20% to 30%
D) 50% to 55%
Fruit with a thin endocarp, opening finally by 6 teeth at the top. Ovary
3-celled; ovules attached near the middle of the cells. Style very short;
stigmas 3, converging. Stamens usually 15. Petals concave, induplicate-
valvate in bud. Sepals fleshy, imbricate in bud. Leaves simple,
undivided, fleshy.—Species 2. North Africa and northern
Central Africa. They yield soda and edible fruits which are said to be
inebriating. “Nitre bush.” Nitraria L.
10. Ovary-cells with one ovule in each. Style long; stigma club-shaped.
Disc
5-lobed, with five 3-cleft scales opposite the sepals. Stamens 10,
appendaged. Fruit capsular. Seeds exalbuminous. Shrubs.—Species
1. South Africa. Sisyndite E. Mey.
Ovary-cells with 2 or more ovules in each. 11
Stamens 3-5. 6
10. Staminodes 5. 11
Staminodes none. 15
13. Petals with a very short, glabrous claw. Anthers ending in a stalked
gland. Staminodes exceeding the fertile stamens. Disc lobed. Ovary
covered with stalked glands. Flowers rather large.—Species 25.
South Africa (Cape Colony). Several species are used as ornamental or
medicinal plants, or as a substitute for tea. Adenandra Willd.
16. Disc 5-parted. Filaments and style hairy. Carpels 5. Flowers solitary
or in clusters, white.—Species 1. South Africa (Cape Colony).
Phyllosma Bolus
Disc entire, urn-shaped. Filaments glabrous. Carpels 3-5.—Species
10. South Africa (Cape Colony). Macrostylis Bartl. & Wendl.
19. (1.) Fruit a drupe. Flowers usually unisexual. Stigma sessile or nearly
so. [Subfamily TODDALIOIDEAE, tribe TODDALIEAE.] 20
22. Carpels almost free when ripe, some of them rudimentary. Seeds
exalbuminous.
Ovary distinctly 2-4-lobed. Stamens 4. Petals valvate in bud. Leaves
digitate. [Subtribe ORICIINAE.] 23
Carpels united up to maturity, forming a 2-7-celled fruit. Ovary not or
obscurely lobed. Petals imbricate in bud. [Subtribe TODDALIINAE.]
24
27. (19.) Ovary 2-5-celled, with 1-2 ovules in each cell. Stamens twice as
many as the petals. [Subtribe LIMONIINAE.] 28
29. Flowers solitary or in groups of three in the axils of the leaves, 3-,
rarely
4-merous. Calyx toothed. Seeds usually with unequal and lobed
cotyledons. Spiny shrubs. Leaflets 3, unequal.—Species 1. Cultivated in
the tropics. Yields timber, fragrant flowers, and edible fruits.
Triphasia Lour.
30. Style very short, not jointed with the ovary. Leaves unifoliolate.—
Species
1. West Africa. Glycosmis Correa
Style long or rather short, jointed with the ovary. Leaves unequally
pinnate. 31
RUTACEAE.
FLOW. PL. AFR.
Pl. 73.
J. Fleischmann del.
Agathosma ciliata Link
A Flowering branch. B Flower. C Petal. D Stamen. E
Staminode. F Flower cut lengthwise. G Cross-section
of ovary. H Fruit.
SIMARUBACEAE.
FLOW. PL. AFR.
Pl. 74.
J. Fleischmann del.
Irvingia Barteri Hook. fil.
A Flowering branch. B Flower cut lengthwise. C
Cross-section of ovary.
32. Ovary with 4-8 ovules in each cell. Anthers oblong. Pericarp
leathery.
Seed-coat white, leathery. Leaves leathery.—Species 4. Cultivated; also
naturalized in the tropics. They serve as ornamental plants and afford
wood, fragrant flowers, and edible fruits (especially oranges and citrons)
from which drinks, medicaments, and perfumes are prepared.
Citrus L.
Ovary with numerous ovules in each cell. Anthers linear. Pericarp hard.
Leaves with 3 leaflets. 33
Carpels united at least by the base or the apex of the style, 1-ovuled.
Disc distinctly developed. Embryo with a very short radicle. [Subfamily
SIMARUBOIDEAE.] 2
4. Ovaries and style-tips united. Fruit a drupe with 4-5 stones. Embryo
curved. Shrubs. Leaves compound.—Species 2. Central Africa.
[Subtribe HARRISONIINAE.] Harrisonia (R.Br.) Juss.
8. Calyx shortly lobed. Anthers shorter than the filaments. Ovaries united
below. Leaflets with a spoon-shaped appendage at the tip.—Species
1. West Africa (Cameroons). Pierreodendron Engl.
Calyx deeply divided. Anthers longer than the filaments. Ovaries free.
Leaflets with an awl-shaped appendage at the tip.—Species 1. West
Africa. Mannia Hook. fil.
11. Ovaries and styles free or united at the base only. Petals short. Fruit
consisting of 4 drupes. Rusty-hairy plants.—Species 5. Central
Africa. Used medicinally. [Tribe PICRASMEAE.] Brucea J. S.
Muell.
Ovaries united; styles free. Petals long. Fruit separating into 4 leathery
mericarps suspended from a central column.—Species 5. Central
Africa. [Tribe KIRKIEAE.] Kirkia Oliv.
14. Ovary 4-5-celled. Fruit broader than long, angled, 4-5-celled, with
a thin fleshy layer.—Species 3. Equatorial West Africa.
Klainedoxa Pierre
4. Fruit with 2 cells, one of which is sterile, and with a terminal style or
style-scar; endocarp thin crusty, mesocarp thick fleshy. Embryo with
a long radicle and thick, much divided cotyledons. Ovary 2-celled.
Sepals united at the base.—Species 13. West Africa. They yield timber,
resin, and edible oily fruits (safu). (Under Canarium L.)
(Plate 75.) Pachylobus Don
Fruit with 3 cells, two of them sometimes sterile; endocarp usually thick,
woody or bony; mesocarp usually thin. Embryo with a short radicle and
slightly divided cotyledons. Ovary 3-celled. Sepals united high up.—
Species 13. Tropics. Some species yield timber, resin (elemi) used in
medicine and manufacture, and edible oily fruits and seeds.
Canarium L.
Seeds not winged. Ovules 1-2, rarely 3-8 in each ovary-cell or on each
placenta. [Subfamily MELIOIDEAE.] 9
8. Disc cup-shaped. Fruit oblong. Seeds about 5 in each cell of the fruit,
winged below.—Species 1. Central Africa. Yields timber and gum.
(Under Cedrela L.) Pseudocedrela Harms
12. Anthers inserted below the mouth of the staminal tube, entirely or
almost included. Disc stalk-like or wanting. Seeds exalbuminous.
Leaflets
6-25. 13
Anthers inserted at the upper edge of the staminal tube, or at the top of
its lobes, or in the notches between them. 14
Filaments united high up, rarely (Trichilia) at the base only, but then fruit
a capsule and seeds exalbuminous. 15
15. Ovary 1-celled, adnate to the staminal tube. Stigma sessile. Anthers
inserted at the rim of the almost entire staminal tube. Disc stalk-like.
Flowers 4-merous. Leaflets usually 5.—Species 1. Madagascar.
Symphytosiphon Harms
Ovary 2-3-celled. 16
16. Flowers solitary, axillary, rarely in spikes. Anthers 10, inserted at the
tips of the teeth of the staminal tube. Disc ring-shaped. Style long.
Fruit capsular, subglobose. Seeds with 3 narrow wings and with fleshy
albumen. Small shrubs. Leaves with a narrowly winged stalk and 3
woolly leaflets.—Species 1. Southern West Africa (Angola).
Used medicinally. (Nelanaregam Adans.) Naregamia Wight &
Arn.
17. Leaflets 5-7, toothed, clothed with stellate hairs; leafstalk winged.
Anthers 10, inserted between the lobes of the staminal tube, which are
divided in filiform segments. Disc ring-shaped. Style short.—Species
1. West Africa (Cameroons). The bark is eaten and used
medicinally. Pterorhachis Harms
Leaflets entire, very rarely toothed, but then anthers 8, inserted at the
entire mouth of the staminal tube. Seeds exalbuminous. 18
20. Stamens united at the base only, 8. Disc cup-shaped. Stigma small.
Flowers solitary.—Species 1. South Africa. (Aitonia Thunb.,
Carruthia O. Ktze.) Nymania Lindb.
21. Leaves twice pinnate, with usually serrate leaflets. Anthers 10-12,
inserted between the teeth of the staminal tube. Fruit a drupe. Seeds with
scanty albumen.—Species 4, two natives of Central Africa, the others
(especially M. Azederach L., beadtree or Persian lilac) cultivated as
ornamental plants and sometimes naturalized. They yield timber, gum,
oil, and medicaments, and are also used for the preparation of liquors.
The fruits are poisonous. Melia L.
24. Anthers inserted at the upper margin of the staminal tube or at the top
of its teeth. Disc ring- or cup-shaped. Style short, with a lobed stigma.
Leaflets opposite. (See 18.) Ekebergia Sparm.
Anthers inserted below the mouth of the staminal tube, included. Leaflets
usually alternate. 25
25. Petals united high up and adnate to the staminal tube, valvate in bud.
Ovary at first 4-5-celled, with 2 ovules in each cell, later 1-celled.—
Species
4. West Africa. Turraeanthus Baill.
26. Ovary 4-celled, with 1 ovule in each cell. (See 13.) Guarea L.
SUBORDER MALPIGHIINEAE
9. Styles hooked at the apex, bearing the stigma at the bent. Petals with a
distinct claw. Sepals with glands.—Species 1. West Africa.
Heteropteris Juss.
Styles not hooked above, bearing the stigma at the obliquely truncate tip.