The management of a local coffee shop in Fairfax, Virginia is concerned about their choice of social media advertising. They aren’t sure if advertising placed in social media is reaching their target market. A research project is launched with the objective of determining the relationship between engagement with the social media ads and making purchases from the coffee shop. You decide to conduct a survey to ask about engagement with social media ads and the number (frequency) of purchases from the coffee shop. This type of research is best described as:

Human Subjects have rights and obligations in marketing research. One of these is the right to be informed about the nature of the research. In order to provide this to human subjects, researchers inform the subjects about the nature of the research study and ask them to participate in the research. This is called: 

A marketing researcher wants to know more about the use of influencers in social media in general in order to expand the limits of marketing knowledge. This type of research would be called:

The purpose of a _____ is to summarize the problem and information needed to address it.

A researcher is analyzing qualitative data using a procedure for identifying themes and patterns with the data using codes that identify them. The research is using: 

Which of the following would be an appropriate interpretation of a p-value?

An analyst wishing to show the fluctuations in coffee consumption by month over the past two years should probably use a:

A marketing research team is under a deadline to complete the first part of a client’s research study. They promised to complete 10 focus groups by the end of the month. They have only completed 6 of the focus groups the day before the deadline. What should the research team do in order to fulfill the researcher rights and obligations in marketing research? Select the best answer. 

Examine the analysis for the following Research Question/Hypothesis:  Do men attend more concerts in a year on average than women? Group Statistics for Concerts Gender N Mean Std. Deviation Std. Error Mean Female 48 6.7917 5.48095 .79111 Male 52 6.0577 6.35367 .88110 Independent Samples Test  Concerts Levene’s Test for Equality of Variances F Levene’s Test for Equality of Variances Sig. t-test for Equality of Means t t-test for Equality of Means df t-test for Equality of Means Sig. (2-tailed) t-test for Equality of Means Mean Difference t-test for Equality of Means Std. Error Difference t-test for Equality of Means 95% Confidence Interval of the Difference – Lower   t-test for Equality of Means 95% Confidence Interval of the Difference – Upper Equal variances assumed .718 .399 .616 98 .539 .73397 1.19118 -1.62988 3.09782 Equal variances not assumed     .620 97.568 .537 .73397 1.8414 -1.61604 3.08399 If you have trouble reading the table, here is the information it contains in text form: Group Statistics Results Table: Rows are statistics for: 1) Female; and 2) Male. Columns are: 1) N; 2) Mean; 3) Std. Deviation; and 4) Std. Error Mean.  Results are:  For Female: N = 48. Mean = 6.7917. Std. Deviation = 5.48095. Std. Error Mean = .79111. For Male: N = 52. Mean = 6.0577. Std. Deviation = 6.35367. Std. Error Mean = .88110. Independent Samples Test Results Table: Row 1 is statistics for Concerts when Equal variances are assumed. Row 2 is statistics for Concerts when Equal varianances not assumed.  Columns are: 1) Levene’s Test for Equality of Variances  F; 2) Levene’s Test for Equality of Variances Sig.; 3) t-test for Equality of Means t; 4) t-test for Equality of Means df; 5) t-test for Equality of Means Sig. (2-talied); 6) t-test for Equality of Means Mean Difference; 7) t-test for Equality of Means Std. Error Difference; 8) t-test for Equality of Means 95% Confidence Interval of the Difference – Lower; 9) t-test for the Equality of Means 95% Confidence Interval of the Difference – Upper.  Results are:  Levene’s Test for Equality of Variances: F =.718. Sig.=.399. t-test for Equality of Means: Equal variances assumed. t=.616. df = 98. Sig. (2-tailed) =.539. Mean Difference = .73397. Std. Error Difference = 1.19118. 95% Confidence Interval of the Difference – Lower = -1.62988. 95% Confidence Interval of the Difference – Upper = 3.09782. t-test for Equality of Means Equal variances not assumed. t=.620. df = 97.568. Sig. (2-tailed) =.537. Mean Difference = .73397. Std. Error Difference = 1.8414. 95% Confidence Interval of the Difference – Lower = -1.61604. 95% Confidence Interval of the Difference – Upper = 3.08399.  Is the Levene’s Test for Equality of Variances significant? Is the t-test for Equality of Means (Two Mean Independent Samples Test) significant? Based on the t-test significance, how do you answer the research question/hypothesis?

A retail store hires retail anthropologists to observe behavior in a retail store. Researchers walk around the store and write down how shoppers move through the store. Inside the store, subjects were unaware they were being observed. This is called: