Marketing Research, 8e (Burns/Bush)
Chapter 14 Making Use of Associations Tests
1) There are statistical analyses beyond simple descriptive measures, statistical inference, and
differences tests including ________, which determine whether a stable relationship exists
between two variables.
A) associative analyses
B) analysis of variance analyses
C) regression analyses
D) predictive analyses
2) ________ often provide researchers with insights that lead to understanding even though they
are not cause-and-effect relationships.
A) Non-statistical relationships
B) Statistical linkages or relationships
C) Strategic relationships
D) Relational databases
3) ________ are useful because they determine if there is a consistent and systematic relationship
between the presence (label) or amount (level) of one variable and the presence (label) or amount
(level) of another variable.
A) Systematic analysis processes
B) Strategic relationship models
C) Associative analysis procedures
D) Relational databases
4) There are four basic types of relationships between two variables. Which of the following is
NOT one of those four basic types?
A) Linear
B) Curvilinear
C) Nonmonotonic
D) Elliptical
5) A ________ describes the situation in which knowledge of the amount of one variable will
automatically yield knowledge of the amount of the other variable as a consequence.
A) linear relationship
B) monotonic relationship
C) curvilinear relationship
D) nonmonotonic relationship
6) The situation in which one variable is associated with another variable, but in this case the
relationship is described by a curve rather than a straight line describes what type of
relationship?
A) A linear relationship
B) A curvilinear relationship
C) A semi-curvilinear relationship
D) A monotonic relationship
7) In a ________, the researcher can assign a general direction to the association between the
two variables.
A) linear relationship
B) curvilinear relationship
C) monotonic relationship
D) nonmonotonic relationship
8) A ________ is one in which the presence (or absence) of a label for one variable is
systematically associated with the presence (or absence) of a label for another variable.
A) non-linear relationship
B) non-curvilinear relationship
C) non-elliptical relationship
D) nonmonotonic relationship
9) Depending on its type, a relationship can usually be characterized by all of the following
EXCEPT:
A) Its absence.
B) Its presence.
C) Its direction.
D) Its strength of association.
10) When a researcher refers to finding that a systematic relationship exists between the two
variables of interest in the population, he or she is referring to which relationship characteristic?
A) Absence
B) Presence
C) Direction
D) Strength of association
11) In the cases of ________, associations may be described with regard to direction.
A) nonmonotonic and linear relationships
B) nonmonotonic and curvilinear relationships
C) monotonic and linear relationships
D) elliptical and curvilinear relationships
12) ________ means the researcher knows if the relationship between variables is positive or
negative.
A) Significance
B) General
C) Pattern
D) Direction
13) Researchers may know whether the relationship between variables is positive or negative.
However, when a researcher refers to ________, it means they know the general nature of the
relationship.
A) pattern
B) essential
C) specificity
D) direction
14) ________ are those in which there is a high probability that the two variables will exhibit a
dependable relationship, regardless of the type of relationship being analyzed.
A) High correlations
B) Strong associations
C) High variabilities
D) High dependencies
15) A relationship which is described as one in which there is a low probability that two
variables will exhibit a dependable relationship is referred to as:
A) A high degree of association.
B) A strong association.
C) A low degree of association.
D) Weak probability.
16) ________, first determine the type of relationship, and then perform the appropriate
statistical test.
A) Based on sample size
B) Based on type of software analysis
C) Based on research requirement
D) Based on scaling assumptions
17) When the researcher determines that a true relationship does exist in the population by means
of the correct statistical test, he or she then establishes its:
A) Direction or pattern.
B) Pattern and specificity.
C) Significance or pattern.
D) Direction or significance.
18) An index number, constrained to fall between -1.0 and +1.0, that communicates both the
strength and the direction of a linear relationship between two scale variables is a:
A) Standard deviation.
B) Correlation coefficient.
C) Covariant.
D) Standard error.
19) When a researcher talks about the amount of change in one variable systematically
associated with a change in another variable, he or she is speaking about:
A) Systematic association.
B) Standard deviation.
C) Covariation.
D) Correlation.
20) Regardless of its absolute value, a correlation that is not statistically significant:
A) Has some perceptible meaning.
B) Has significant meaning.
C) Requires additional examination.
D) Has no meaning at all.
21) Correlation coefficients that fall between the absolute values of 1.00 and .81 are generally
considered to be:
A) Very strong.
B) Somewhat strong.
C) Very weak.
D) Somewhat weak.
22) Correlations that fall between the absolute values of ________ generally indicate a “strong”
association.
A) 1.00 and .81
B) .80 and .61
C) .60 and .41
D) .21 and .40
23) Any correlation that falls between the absolute value range of ________ is usually
considered indicative of a “weak” association between the variables.
A) .80 and .61
B) 1.00 and .81
C) .21 and .40
D) .60 and .41
24) Any correlation that is ≤ absolute value of .20 is typically uninteresting to marketing
researchers because it:
A) Never identifies a meaningful association between two variables.
B) Only raises additional issues that go beyond the scope of the calculations.
C) Raises issues related to validity and accuracy.
D) Rarely identifies a meaningful association between two variables.
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25) If you found a significant correlation of .83 between years of education and hours spent
attending San Francisco Giants’ baseball games, it would mean that:
A) People with more education spend more time attending Giants‘ baseball games.
B) People with less education spend more time attending Giants’ baseball games.
C) People with more education spend less time attending Giants’ baseball games.
D) People with less education spend less time attending Giants’ baseball games.
26) With what type of diagram can covariation be examined?
A) Venn diagram
B) Scatter diagram
C) Cause and effect
D) Flowchart diagram
27) What correlation coefficient measures the linear relationship between two interval– and/or
ratio-scaled variables (scale variables) such as those depicted conceptually by scatter diagrams?
A) Kendall rank correlation
B) Spearman correlation
C) Pearson product moment correlation
D) Rank-Biserial correlation
28) When a researcher uses the Pearson product moment correlation, two highly correlated
variables will appear on a scatter diagram as what?
A) A tight hexagonal
B) A single small square
C) Two triangular patterns
D) A tight ellipse pattern
29) ________ indicates not only the degree of association but the direction as well–the sign of
the correlation coefficient indicates the direction of the relationship.
A) Pearson product moment correlation
B) Kendall rank correlation
C) Spearman correlation
D) Rank-Biserial correlation
30) Losing sight of this step is entirely possible when a statistical analysis program issues a great
many correlations often in a layout that is confusing to first-time data analysts:
A) Taking time to organize a visually cogent presentation.
B) Taking time to see if a significant correlation exists before reporting it.
C) Taking enough time to learn the datalytics and visualization.
D) Taking enough time to see if research results correlate with research objectives.
31) What is used to determine whether a nonmonotonic relationship exists between two nominal–
scaled variables?
A) Tabulation analysis and t tests
B) Cross-tabulation and t tests
C) Cross-tabulation and Chi-square tests
D) Tabulation analysis and chi-square tests
32) The ________ contains the raw numbers determined from the preliminary tabulation.
A) cumulative standardized normal distribution table
B) t distribution table
C) binominal distribution table
D) frequencies table
33) A cross-tabulation table is sometimes referred to as a(n):
A) r × c table.
B) t × n table.
C) c × x table.
D) z x t table.
34) What type of analysis includes the examination of frequencies for two nominally scaled
variables in a cross-tabulation table to determine whether the variables have a statistically
significant nonmonotonic relationship?
A) Two independent samples test
B) Chi-square test
C) Wilcoxon-Mann-Whitney test
D) Analysis of variables (ANOVA)
35) ________ are the actual cell counts in the cross-tabulation table.
A) Calculated frequencies
B) Non-observed frequencies
C) Observed frequencies
D) Estimated frequencies
36) Observed frequencies are compared to ________, which are defined as the theoretical
frequencies that are derived from this hypothesis of no association between the two variables.
A) calculated frequencies
B) non-observed frequencies
C) estimated frequencies
D) expected frequencies
37) The degree to which the observed frequencies depart from the expected frequencies is
expressed in a single number called the:
A) Chi-square test statistic.
B) t-test statistic.
C) z-test statistic.
D) Analysis of variable statistic.
38) The Chi-square distribution’s shape changes depending on:
A) The number of rows.
B) The number of degrees of freedom.
C) The number in the sample.
D) The number of restricted degrees.
39) If a Chi-square analysis yielded a .02 significance level for the null hypothesis, the
researcher would conclude that only 2% of the time would he or she find evidence to support the
null hypothesis. Since the null hypothesis is not supported, this means there:
A) Is no significant association.
B) Is a need to perform multiple Chi-square analyses.
C) Is a significant association.
D) There may be inaccurate conclusions regarding the calculation.
40) To reveal the nonmonotonic relationships found to be significant in cross-tabulation tables,
researchers often turn to ________, which show the relationships very adequately.
A) tabular presentations
B) real-life examples
C) side-by-side comparisons
D) graphical presentations
41) A handy graphical tool that illustrates a nonmonotonic relationship is a ________ in which
two variables are accommodated simultaneously.
A) stacked bar chart
B) horizontal bar chart
C) grouped bar chart
D) pie chart
42) If two variables have nominal-scaling assumptions, a researcher would use what type of
analysis?
A) Cross-tabulation analysis
B) Analysis of variance
C) Regression analysis
D) Multivariate analysis
43) You might be tempted to believe that more company salespeople cause more company sales
or that an increase in the competitor’s salesforce in a territory takes away sales. Correlation
should:
A) Reaffirm that cause-and-effect relationships exist.
B) Not be interpreted to demonstrate such cause-and-effect relationships.
C) Not be interpreted to demonstrate corporate revenue would be affected.
D) Confirm that relationships between two different sales variables exist.
44) When a researcher ________, but still believes some relationship exists between two
variables, he or she may resort to running a scatter plot.
A) finds an indication that there is an association
B) cannot calculate a significant association
C) does not find a significant or strong correlation
D) cannot justify more expensive research to find a significant correlation