In a five variable two group discriminant analysis, the following weights were derived:
V1 = .561, V2 = .030, V3 = .049, V4 = .701, V5 = ‘‘.021. The corresponding pooled
standard deviations are S1 = 4.60, S2 = 1.23, S3 = 10.40, S4 = 13.23, and S5 = 8.30. For
individual 1, the values for the four variables were X1 = 10, X2 = 3, X3 = 25, X4 = 36,
and X5 = 42.Which variable is least important in discriminating between the two
groups?
a. X1
b. X2
c. X3
d. X4
e. X5
Conjoint analysis seems to have great potential at the stage of the product development
process.
a. idea generation
b. business analysis
c. concept evaluation
d. test marketing
e. none of the above
The semantic differential adjective pair “helpful’‘unhelpful” is an example of the
dimension.
a. potency
b. activity
c. evaluation
d. structural
e. none of the above
Select the question that can be answered through experimentation:
a) Do children from upper classes drink more carbonated beverages than those from
lower classes?
b) Will gasoline with XYZ additive provide better mileage than gas without the
additive?
c) Does the average male use cosmetics?
d) Is the standard of living higher today than ten years ago?
e) None of the questions can be answered by experimentation.
Benefits of focus groups include
a. ideas can drop “out of the blue.”
b. snowballing of ideas.
c. more spontaneous responses than in one’‘on’‘one interviews.
d. easy interpretation of responses.
e. a, b, and c.
Computers can be used to control:
a. telephone interviews.
b. personal interviews.
c. mail questionnaires.
d. a and b.
e. all of the above.
Which of the following statements regarding contingency tables is FALSE?
a. To generate the expected frequencies for each cell in a chi’‘square contingency table
test, one need simply multiply the marginal frequencies and divide by the total number
of cases.
b. The marginal total of a row in a chi’‘square contingency table test is determined as
the product of the expected frequencies for that row.
c. In a contingency table test, the null hypothesis is that the variables of classification
are independent.
d. The expected number of cases in each cell in a contingency table test rest on the
assumption that the variables of classification are independent.
e. When the observations forming the cross tabulation are related as in a before’‘after
experiment, the chi’‘square contingency table is not applicable.
Which of the following is TRUE?
a. Random assignment of the test units to the experimental and control groups is the
feature that distinguishes the after-only with control group design from the static group
comparison.
b. One of the advantages of the after-only with control group is that there is no chance
for an interactive testing effect.
c. The after-only with control group design is particularly vulnerable to selection bias,
and where random assignment is not possible, it remains suspect.
d. The after-only with control group design is particularly susceptible to problems of
experimental mortality.
e. They are all true.
Which of the following might be considered disadvantages of secondary data?
a. Secondary data are more costly to collect than primary data.
b. Secondary data typically do not fit completely the problem at hand.
c. Secondary data are generally more accurate than primary data.
d. b and c only.
e. None of the above.
The scientific and common sense notions of causality differ in the following way:
a. one of the notions holds that a researcher can discover a single cause of an event.
b. one of the notions implies a completely deterministic relationship between a cause
and an effect.
c. one of the notions implies that a researcher can always infer, but never prove that a
relationship exists.
d. a and c.
e. all of the above are differences.
Which of the following is FALSE?
a. Data based on longitudinal analysis (employing consumer panels) permit the
researcher to observe aggregate differences but not individual changes.
b. The most important single advantage of the panel design is analytical.
c. Panels typically allow the collection of more classification information than
cross’‘sectional studies.
d. A panel is a permanent or fixed sample of members from whom information is
obtained continuously or at intervals over a period of time.
e. All of the above are true.
Interviewers can make errors in asking any type of question; however, it is a particular
problem with which of the following?
a. multiple’‘choice questions
b. dichotomous questions
c. scale type of questions
d. open’‘ended questions
e. structured questions
In a depth interview
a. the interviewer probes for elaboration.
b. the interviewer follows a rough outline.
c. question sequence varies from interview to interview.
d. all of the above.
e. a and b.
Which scale(s) is (are) undistorted under a linear transformation of the form y=a+bx?
a. ordinal
b. interval
c. ratio
d. a and b
e. b and c
Which of the following is TRUE?
a. The objective of cross-classification analysis is to establish categories such that
classification in one category does not allow classification in any other category.
b. Cross-classification analysis is an appropriate use of turnover analysis.
c. Cross-classification is important in causal research.
d. Cross-classification analysis cannot be used in descriptive studies.
e. The objective of cross-classification analysis is the establishment of categories such
that classification in one category implies classification in one or more other categories.
In the context of product markets, perceptual maps can give the marketer insight into all
of the following EXCEPT
a. the combination of attributes preferred by buyers.
b. the viable segments that exist in a market.
c. buyer’s attitudes toward a product.
d. possible unexploited market niches.
For the linear equation y = α + ß1x1, if we do not reject the null hypothesis that
ß1 = 01 we may
a. conclude with absolute certainty that no relation exists between x1 and y.
b. have simply made a Type II error, and thus a relation between x and y may exist.
c. have simply chosen the wrong form of the model to investigate, as the relation
between x1 and y may be nonlinear.
d. conclude that b and c above.
e. conclude that none of the above.
Nielsen’s Scantrack service allows clients to evaluate the effectiveness of
a. short’‘term promotions.
b. pricing changes.
c. new product introductions.
d. a and b.
e. all of the above.
The following techniques are useful in order to ensure that the purpose of the research
is agreed upon before the research project is begun, EXCEPT
a. development of a research request statement.
b. hypothetical scenario questioning of the decision maker.
c. development of a research proposal.
d. anticipation of the final research report contents in a form such as a dummy table.
e. all of the above are useful techniques to ensure the purpose of the research is agreed
upon.
Which of the following statements is FALSE with regard to stratified sampling?
a. A stratified random sample is drawn by dividing the parent population into mutually
exclusive and exhaustive subsets and by then taking a random sample of these subsets.
b. The basic rule by which we stratify suggests the resulting strata should be as
homogeneous as possible.
c. When sampling from a population that is highly skewed, a stratified sample generally
provides the most representative sample.
d. A market researcher needs information about parts of the universe, as well as the total
universe. He should therefore plan on using a stratified random sample.
e. Stratified sampels are more statistically efficient than simple random samples.