Marketing Research, 8e (Burns/Bush)
Chapter 13 Implementing Basic Differences Tests
1) One commonly used basis for market segmentation is the discovery of all of the following
differences EXCEPT for:
A) Economically viable.
B) Statistically significant.
C) Meaningful.
D) Stable.
2) A(n) ________ is one that a marketing manager can potentially use as a basis for marketing
decisions.
A) marginal difference
B) meaningful difference
C) suspected difference
D) unconfirmed difference
3) The notion of ________ underpins marketing research.
A) meaningful difference
B) meaningful significance
C) statistical significance
D) market differences
4) In order to be potentially useful for a marketing manager, differences must at minimum be:
A) At a ratio of 2 to 1.
B) Statistically significant.
C) New and not part of existing knowledge.
D) At a ratio of 10 to 1.
5) Differences are important, but a finding of statistical significance in no way guarantees which
of the following?
A) Significant difference
B) Market difference
C) Meaningful difference
D) Actionable difference
6) ________ means that a marketer can focus various marketing strategies and tactics, such as
product design or advertising, on the market segments to accentuate the differences between the
segments.
A) A measurable difference
B) A statistically significant difference
C) A meaningful difference
D) An actionable difference
7) Fundamental differences are based on all of the following EXCEPT:
A) Implied significance.
B) Statistical significance.
C) Meaningfulness.
D) Stability assessments.
8) What is the marketing segmentation requirement where marketers are not working with a
short-term or transitory set of differences?
A) Permanence
B) Longevity
C) Stability
D) Sustainability
9) ________ requires that standard or innovative market segmentation bases are used, and that
these bases uniquely identify the various groups so they can be analyzed and put in the
marketer’s targeting mechanisms.
A) Market targeting
B) Market research
C) Market planning
D) Market segmentation
10) Meaningfulness, stability, and actionability are not statistical issues; rather, they are:
A) Marketing manager judgment calls.
B) Subject to market research validation
C) Market target issues.
D) Market differentiation issues.
11) The ________ is defined as the statistical inference test to be used with small samples sizes
(n ≤ 30).
A) z test
B) t test
C) p test
D) n test
12) When the sample size is 30 or greater it requires the use of a ________.
A) p test
B) n test
C) z test
D) t test
13) Most computer statistical programs report only the t value because it is:
A) Greater than the z value with large samples.
B) Smaller than the z value with small samples.
C) Less than the z value with large samples.
D) Identical to the z value with large samples.
14) The output from statistical procedures in all software programs can be envisioned as:
A) “Green light” devices.
B) “Red light” devices.
C) “Yellow light” devices.
D) “Purple light” devices.
15) Virtually every statistical test or procedure involves the computation of some critical
statistic, and that statistic is used to determine what?
A) The measureable significance of the findings
B) The statistical significance of the findings
C) The actionable significance of the findings
D) The meaningful significance of the findings
16) A nominal variable requires that the researcher compare:
A) Means.
B) Medians.
C) Percentages.
D) Modes.
17) A scale variable requires comparing which of the following?
A) Medians
B) Percentages
C) Modes
D) Means
18) Statistical tests are used when a researcher wants to ________ of two different groups or
samples.
A) compare the means or percentages
B) differentiate between the means or a percentage
C) compare medians or percentages
D) invalidate a means or percentage
19) When a marketing researcher is interested in making comparisons between two groups of
respondents to determine whether or not there are statistically significant differences between
them, in concept, the researcher is considering them as:
A) Two potentially similar populations.
B) Two potentially different populations.
C) Two potentially different markets.
D) Two identical populations.
20) To test whether a true difference exists between two group percentages, we test the:
A) Alternative hypothesis.
B) Causal hypothesis.
C) Null hypothesis.
D) Attributive hypothesis.
21) A(n) __________ is that there is a true difference between two groups’ population
parameters.
A) null parameter
B) null hypothesis
C) alternative hypothesis
D) null alternative hypothesis
22) When a researcher wants to perform the test of significance of differences between two
percentages, each representing a separate group (sample), what is the FIRST required step?
A) Subtracts the two percentages
B) Adds the two medians of the percentages
C) Divides each of the two percentages
D) A comparison of the two percentages
23) When a researcher wants to perform the test of significance of differences between two
percentages, each representing a separate group (sample), what is the SECOND required step?
A) The difference is translated into a number of standard errors away from the hypothesized
value of zero.
B) The difference is translated into a number of standard errors closest to the hypothesized value
of zero.
C) The percentage is translated into a number of standard errors away from the hypothesized
value of zero.
D) The difference is translated into a number of standard errors away at the hypothesized value
of zero.
24) A researcher can test the null hypothesis that no differences exist between the two group
means (or percentages) by using what type of test?
A) Confidence interval test
B) Differences test
C) Chi-square test
D) Spearman correlation
25) The procedure for testing significance of difference between two means from two different
groups (either two different samples or two different groups in the same sample) is ________ the
procedure used in testing two percentages.
A) different from
B) the opposite of
C) identical to
D) similar to
26) A researcher has two percentages and wants to know if the percentages are statistically
different. The researcher calculates the z value and finds that it is 4.21. This means that the two
percentages:
A) Are the same.
B) Are not statistically different.
C) Have a 421 percent chance of not being different.
D) Are statistically different.
27) ________ is the assumption of equal variances between two samples for differences testing.
A) The Test of Variances
B) Levene’s Test for Equality of Variances
C) Levene’s Test for Heterogeneity
D) The Staniklos-Shockley Test of Equal Common Variance
28) When a researcher wants to compare the means of three, four, five, or more different groups,
what type of analysis should be used to accomplish such multiple comparisons?
A) Multiple regression
B) Difference analysis
C) Comparison analysis
D) Analysis of variances
29) ANOVA (analysis of variance) is an investigation of the differences between the group
means to ascertain whether:
A) Sampling errors or true population differences explain their failure to be equal.
B) True population differences explain failure to be equal.
C) Sampling errors or true population differences explain their true equality.
D) Sampling errors explain the failure to be equal.
30) ANOVA is a “________” procedure that signals when at least one pair of means is
significantly different.
A) red light
B) green light
C) yellow light
D) purple light
31) Using ANOVA is much more advantageous than running ________ of the significance of the
difference between means.
A) multiple n tests
B) multiple z tests
C) multiple t tests
D) multiple p tests
32) One of the advantages of using ANOVA is that it ________, because all a researcher needs
to do is to look at the Sig. value.
A) immediately notifies the researcher of potential problems
B) raises cautionary issues of concern regarding differences
C) allows the researcher to find similarities
D) immediately notifies the researcher if there is any significant difference
33) Another advantage of using ANOVA is that it ________ so the significant differences can be
located and interpreted easily.
A) arranges the means
B) arranges the medians
C) arranges the mode
D) arranges insignificant data
34) Options available to determine where the pair(s) of statistically significant differences
between the means exist(s) are called?
A) Ad hoc tests
B) Hypotheses tests
C) Post hypothesis tests
D) Post hoc tests
35) ________ is a preferred post hoc test because its presentation is easy to interpret.
A) Duncan’s multiple range test
B) Scheffe’s test
C) Tukey’s test
D) Neuman-Keuls’ test
36) The ________ in the ANOVA table indicates the level of significance.
A) Minus Sig. value
B) Sig. value
C) Null Sig. value
D) Positive Sig. value
37) If the Sig. value is greater than .05, what will the researcher inspect for differences?
A) The mode
B) The median
C) The means
D) The percentages
38) If the Sig. value is .05 or less, the researcher can use ________ to identify the pair or pairs of
groups where the means are significantly different.
A) a null hypothesis for differences test
B) analysis of variance
C) paired samples test for the difference between two means
D) a post hoc procedure such as Duncan’s multiple range test
39) ANOVA is much more efficient and convenient than:
A) Performing successive independent sample similarities tests.
B) Performing successive dependent sample differences tests.
C) Performing successive independent sample differences tests.
D) Performing an independent sample differences test.
40) Markets are often comprised of a number of market segments, not just two, so ________ is a
valuable tool for discovering differences between and among multiple market segments.
A) t tests
B) z tests
C) post hoc tests
D) analysis of variance
41) Market segmentation is very prevalent, and whenever significant differences are found, they
may:
A) Result in sales strategy changes.
B) Enable global market entry.
C) Change marketing mix components.
D) Represent important market segmentation implications.
42) The reporting of findings has ________ for the marketing researcher, as he or she cannot
choose to report only “good news” to the client.
A) a significant ethical burden
B) a significant revenue burden
C) significant professional implications
D) significant career implications
43) Statistically significant differences are the beginning point for market segmentation and
savvy target marketing. Meaningfulness, stability, and actionability are not statistical issues;
rather, they are ________.
A) marketing manager judgment calls
B) determined by outside market factors
C) sales management judgment calls
D) determined by internal corporate factors