44) When a researcher wants to determine if two means of two different questions using the
same scale format and answered by the same respondents in the sample are significantly
different, they would use what type of test?
A) Paired samples test for the difference between respondents
B) Paired samples test for the difference between two means
C) Paired samples test for the difference between two medians
D) Non-paired samples test for the difference between two means
45) When using a paired samples test for the difference between two means, ________;
otherwise, the test would be analyzing differences.
A) the means must be measured independently
B) the variables should not be measured on the same scale
C) the variables must be measured on the same scale
D) the non-variables must be measured on the same scale
46) Marketing researchers usually construct a ________ that summarizes the significant
differences in an efficient manner when reporting group differences.
A) comparison of means tables
B) comparison of significant findings
C) comparison table
D) group comparison table
47) Market segmentation holds that different types of consumers have different requirements,
and these differences can be the bases of marketing strategies.
48) Differences are important and one of the most useful marketing management concepts is
market segmentation.
49) There is a clear-cut need to investigate differences among consumer groups for consumer
marketers, but not as clear for business establishments for B2B (business–to–business) marketers.
50) One commonly used basis for market segmentation is the discovery of (1) statistically
significant, (2) meaningful, (3) stable, and (4) actionable differences.
51) Market differentiation is based on differences between groups of consumers.
52) To be potentially useful to the marketing researcher or manager, differences must, at
minimum, be statistically significant.
53) Apparent differences between and among market segments are not usually subjected to tests
that assess their statistical significance.
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54) A finding of statistical significance in no way guarantees “meaningful” difference.
55) To be useful to the marketing researcher or manager, differences must, if statistically
significant, be measurable and actionable.
56) With the proliferation of data mining analysis due to scanner data with tens of thousands of
records, online surveys that garner thousands of respondents, and other ways to capture very
large samples, there is a very real danger of finding a great deal of statistical significance that is
not meaningful.
57) A measurable difference is one that the marketing manager can potentially use as a basis for
marketing decisions.
58) Even if differences are statistically significant and meaningful, they do not necessarily need
to be stable.
59) An actionable difference means that the 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.
60) Meaningfulness, stability, and actionability are statistical issues; they are not within the
purview of a marketing manager.
61) Market segmentation 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.
62) Statisticians have been able to show that the normal bell curve property also occurs when the
sample size is 30 observations or fewer.
63) The computation of the z value makes the assumption that the raw data for most statistics
under scrutiny have normal or bell-shaped distributions.
64) With SPSS, the analyses of differences are referred to as Z tests.
65) SPSS will always determine the correct significance level whether it is a t or a z, you do not
need to worry about which statistic to use.
66) The t test is defined as the statistical inference test to be used with large samples sizes (n ≥
30).
67) The sample size of 30 or greater requires the use of a z test.
68) Virtually every statistical test or procedure involves the computation of some critical
statistic, and that statistic is used to determine the statistical significance of the findings.
69) Statistical tests are used when a researcher wants to compare the medians of two different
groups or samples.
70) Independent samples are treated as representing two potentially different populations.
71) A researcher must fall back on statistical significance to determine whether the difference
that is found between the two sample statistics is a true population difference.
72) With a differences test, the null hypothesis states there are significant differences between
the percentages (or means) being compared.
73) With a differences test, the researcher tests the null hypothesis that no differences exist
between the two group means (or percentages).
74) The second step in determining differences between percentages with two groups, requires
that this difference be translated into a number of standard errors away from the hypothesized
value of zero.
75) SPSS does not perform tests of the significance of the difference between the percentages of
two groups, but the researcher can use SPSS to generate the relevant information and perform a
hand calculation.
76) If the null hypothesis is true, when you subtract one group mean from the other, the result
should be zero or a negative number.
77) It is a simple matter to apply formulas to percentages to determine the significance of their
differences, for all that is needed is the sample size of each group.
78) Once the number of standard errors is known, knowledge of the area under the normal curve
will yield an assessment of the probability of support for the null hypothesis.
79) The procedure for testing significance of difference between two means from two different
groups is identical to that used in testing two percentages. However, the equations differ because
a scale variable is involved.
80) ANOVA is used when comparing the means of three or more groups.
81) In using analysis of variance, there is a desire on the part of a researcher to determine
whether a statistically significant difference exists between the means for any two groups in a
sample with a given variable, regardless of the number of groups
82) The end result of analysis of variance is an indication to the marketing researcher as to
whether a significant difference at some chosen level of statistical significance exists between at
least two group means.
83) ANOVA will “signal” when at least one pair of means has a statistically significant
difference, but will tell which pair.
84) The Sig. value in the ANOVA table is one of several that indicate the level of significance.
85) Post hoc tests are options that are available to determine where the pair(s) of statistically
significant differences between the means exist(s).
86) Duncan’s multiple range test provides output that is mostly a “picture” of what means are
significantly different, however, it is more statistical than most of the other post hoc tests.
87) Finding significant differences is exciting to marketing researchers because it means that the
researcher will have something that is potentially very useful to report to the client.
88) In presenting results to clients, market researchers have the obligation have the responsibility
to report both good and bad news.
89) In the bowels of a detailed marketing research report, differences should be absolutely
obvious to the client, and it is the researcher’s responsibility to ensure this.
90) A paired samples test for the difference between two means is not used for segmentation
purposes.
91) Depending on the objectives of the research, it is not recommended to combine percentage
differences and mean differences in the same table when reporting the results of differences tests.
92) When the researcher is reporting differences found from ANOVA, the table presentation
becomes more challenging, as there can be overlap of non-significant differences and significant
differences.
93) Differences are important to market researchers as well as marketing managers and
executives. Why would both groups be concerned about differences? What important marketing
function is concerned with the differences both in business-to-consumer and business-to-business
settings?
94) One commonly used basis for market segmentation is the discovery of (1) statistically
significant, (2) meaningful, (3) stable, and (4) actionable differences. What are these differences
and how are they defined in terms of segmentation?
95) Sometimes researchers deal with small sample sizes. What is a t test and a z test? When
should each of these be used? How does SPSS eliminate a researcher’s worry regarding t and z
tests?
96) How does a marketing researcher handle making comparisons between two groups of
respondents to determine whether or not there are statistically significant differences between
them?
97) How does a researcher use SPSS for differences between percentages of two groups?
98) What is the procedure for understanding differences between means from two different
groups?
99) Researchers often want to test for significant differences between means of MORE than two
groups. What method is best used for investigation of significant differences between means of
MORE than two groups? What is the value of this method to researchers? What are the
advantages of this method?
100) What is the option a researcher may use to determine where the pair(s) of statistically
significant differences between the means exist(s)? What options are available within SPSS to
provide assistance? Of the options, which one provides the “best picture” and why?