Regression analysis
a. is a means for getting at the nature of the relationship between one or more predictor
variables and an outcome variable.
b. “regresses” the independent variable on the set of outcome variables. c. produces
regression coefficients for each of the predictor variables.
d. All of the above.
e. Both a and c.
Which statistical technique should you use when you are attempting to answer the
question: “Is there a significant relationship between the customers’ disposable income
(measured in dollars) and their repeat-buying behavior (measured by the number of
rebuys in a twelve-month period)?”
a. Multiple regression analysis
b. Chi-Square test
c. Simple regression analysis
d. Pearson correlation coefficient
e. None of the above.
A research effort requires the researcher to use numbers to identify or categorize
particular objects. The type of scale the researcher will use is
a. ratio.
b. ordinal.
c. interval.
d. nominal.
e. Conscious.
Descriptive statistics include all of the following measures EXCEPT
a. median.
b. confidence intervals.
c. skewness.
d. variance.
e. range.
Barcode transaction data captured at a grocer’s cash register is an example of
unstructured data.
a. True
b. False
Which of the following are advantages of highly structured questionnaires?
a. They are simple to administer.
b. They are relatively straight forward.
c. There is no need for extensive interviewer training.
d. a, b, and c.
e. None of the above are advantages of highly structured questionnaires
Which of the following about ordinal data is TRUE?
a. An ordinal scale implies order but not identity.
b. The attribute being measured must possess the ordinal property to allow ordinal
scaling that is meaningful.
c. With an ordinal scale we can say the difference between the first and second is the
same as the difference between the second and the third
d. The calculation of means is appropriate with ordinal data.
e. Grade point average is a good example of an ordinal scale.
The more confidence we want to have in the interval estimate, the larger the sample size
should be.
a. True
b. False
A descriptive research design might be concerned with which of the following?
a. the frequency with which something occurs.
b. the discovery of ideas and insights.
c. generating initial hypotheses.
d. the determination of cause-and-effect relationships.
e. establishing priorities when studying competing explanations of phenomenon.
Based on the selection of a random number, every sixth block in a city in which the
blocks are numbered from 1 to
960 is to be surveyed by contacting each household. This sample is
a. area.
b. systematic.
c. one-stage.
d. a, b, and c.
e. None of the above.
Sugging is a blatantly unethical use of marketing research.
a. True
b. False
What type of research design should be used to obtain conclusive answers to questions
such as why sales increase or decrease if we increase or decrease advertising, why one
ad garners greater attention and recall than another, why $0.50 coupons make people
buy the national brand versus the store brand?
a. Exploratory
b. Causal
c. Descriptive
d. Case Analysis
e. All of the above.
The most difficult questions to code are questions using the Likert scales.
a. True
b. False
With online surveys, the response rate is a good indicator of the quality of the research
effort. a. True
b. False
A gum manufacturer wants to determine whether blue packaging or red packaging is
preferred. The company performs a sales test by introducing red packages into a
random sample of ten stores and blue packages are introduced in an independent,
random sample of ten stores. The technique most appropriate for analyzing the data is
a. paired sample t-test for means.
b. Spearman rank-order correlation analysis.
c. regression analysis.
d. independent samples t-test for means.
e. correlation analysis.
Which of the following is FALSE?
a. A laboratory experiment is conducted under artificial conditions while manipulating
some marketing variables and controlling others.
b. A field experiment is conducted in a natural or realistic setting in which one or more
independent variables are manipulated by the experimenter under as carefully
controlled conditions as the situation will permit.
c. Laboratory experiments are distinguished from field experiments primarily in terms
of the degree of control over the variables, e.g. price, being manipulated.
d. The specially designed conditions of a laboratory experiment provide more control
than a field experiment.
e. None of these statements are false; they are all true.
The main disadvantage of panels is that they
a. are potentially non-representative.
b. cannot be maintained for more than 12 months due to federal regulations.
c. allow only simple analysis of the data.
d. suffer more from interview bias than any other data collection method.
e. force researchers to use complex time series analysis.
Which attitude rating scale uses pairs of bipolar words or phrases, and is particularly
useful in corporate, brand and product-images studies?
a. Itemized-ratings scale
b. Semantic-differential scale
c. Graphic-ratings scale
d. Summated-ratings (Likert) scale
e. Comparative-ratings scale