Which of the following is FALSE?
a. Telephone interviews are generally the fastest of the three types of data collection by
questionnaire.
b. Personal interviews and telephone interviews can produce interviewer bias.
c. Sequence bias is a more acute problem with personal and telephone interviews than
with mail questionnaires.
d. The problems of interviewer bias in a telephone survey are more easily solved than in
a personal interview.
e. Personal interviews present more administrative problems than mail questionnaires or
telephone interviews.
Which of the following is TRUE?
a. Exploratory studies can be helpful in determining student’s satisfaction with their
academic major.
b. Exploratory research can be helpful in choosing whether to attend graduate school.
c. Exploratory studies lend themselves very well to the use of structured questionnaires.
d. Exploratory research is not helpful in increasing the researcher’s knowledge in a
specific field or topic.
e. They are all false.
In the following statement which claim is probably correct, given each claim was
established using rating scales completed by consumers?
“New improved Killo disinfectant now has a 50% fresher odor, is 15% less irritating, is
25% easier to use, and in a selected sample was stated as being more effective by 50%
of the subjects.”
a. 50% of the subjects felt it to be more effective
b. 50% fresher odor
c. 25% easier to use
d. 15% less irritating
e. they are all correct if the claims are based on consumer perceptions
The future of DSS systems
a. appears good given the explosion of databases.
b. means the end for traditional marketing research projects.
c. is enhanced by the problems with MIS systems.
d. a and c.
e. a, b, and c.
A decision support system consists of
a. dialog systems.
b. model systems.
c. data systems.
d. b and c.
e. a, b, and c.
Probably the most used true experimental design in marketing research because of the
advantages it possesses with respect to sample size, cost, and time is
a. the four’‘group’‘six’‘study design.
b. the after’‘only with control group design.
c. the time series design.
d. the before’‘after design with control group.
e. the static’‘group comparison design.
Which of the following is TRUE?
a. Smaller questionnaires that do not appear crowded are better at securing cooperation
than larger ones.
b. One thing that seems to promote respondent cooperation is physically numbering the
questions on a questionnaire.
c. The first pretest should uncover any problems with question wording or question
sequence.
d. The second pretest should reveal any problems unique to the planned mode of
administration.
e. They are all true.
Conjoint analysis
a. requires subjects to make judgments about stimuli that represent some predetermined
combinations of attributes.
b. is like regression analysis with dummy variables.
c. relies on the ability of respondents to express their preferences for various
combinations of attributes.
d. a and b.
e. a, b, and c.
The upper and lower limits of the contingency coefficient are
a. -1,1.
b. 0,1.
c. 0, and an upper limit which is a function of the number of categories for each
variable.
d. -1, and an upper limit which is a function of the number of categories for each
variable.
e. none of the above.
Focus groups consist of eight to twelve members because
a. moderators typically cannot control larger groups.
b. smaller groups are often dominated by one or two members.
c. in larger groups, individuals have to wait to speak.
d. a and c.
e. b and c.
Which of the following is FALSE?
a. In measurement theory, it is not possible to directly measure objects themselves.
b. It is easy to determine which properties of the scale of numbers apply in a given
measurement situation.
c. When numbers are assigned to represent attributes of objects, the relationship
between the numbers may not be the same as the relationship between the attributes,
which affects what one can say about the numbers.
d. We defined measurement as the “assignment of numerals to represent quantities of
attributes.” For nominal scaling, the rule is “do not assign the same numeral to different
classes or different numerals to the same class.’
e. Ratio scales allow more powerful modes of analysis than ordinal scales.
Do you own your own home?
Yes No ___
The above is an example of a question.
a. multichotomous
b. bi’‘polar
c. free response
d. dichotomous
e. projective
Which statement regarding cluster analysis is FALSE?
a. Linkage methods are hierarchical clustering techniques.
b. The dendrogram is used to capture the hierarchical clustering of objects.
c. A prime node is the most atypical object around which all remaining objects are
clustered.
d. All clustering procedures are based on some measure of similarity between objects.
e. Standardization of the variables is recommended in most instances.
A researcher is interested in studying the effect of geographic location of grocery stores
on the prices they charge for various food items. A typical “market basket” is selected
and the researcher obtains data on the total basket price from 15 randomly selected
stores as shown below. Note that 5 of the stores were inner city stores, 5 suburban
stores and 5 campus stores.
Campus Inner City Suburban
xC= 59 xI=51 xS=52
x = 54
The between’‘group sum’‘of’‘squares in the above problem is calculated as
k nj _
a. Σ Σ (Xij ‘‘ x..)2 = (56’‘54)2 + (60’‘54)2 + … + (55’‘54)2.
j=1 i=1
k _ _
b. Σ nj (x.j‘‘x..)2 = 5(59’‘54)2 + … + 5(52’‘54)2.
j=1
k nj _
c. Σ Σ (Xij ‘‘ x.j)2 = (56’‘59)2 + (60’‘59)2 + … + (55’‘54)2.
j=1 j=1
k _ _
d. Σ (x.j ‘‘ x..)2 = (59’‘54)2 + … + (52’‘54)2.
j=1
e. none of the above.
Which of the following about testing effects is FALSE?
a. The main testing effect is the effect of a prior observation on a later observation.
b. The interactive testing effect is exhibited when subjects who are asked about their
attitudes on national security become much less sensitive to defense spending
promotional campaigns.
c. The main testing effect is exhibited when subjects who are asked about their smoking
habits on two separate occasions respond so as to be consistent.
d. The main testing effect usually exerts its greatest impact on the internal validity of an
experiment, while the interactive testing effect most typically affects the external
validity of a conclusion.
e. As long as there is a before measurement, there can be no testing effect.
Which of the following scales is reflected by an attribute of an object which represents
a non’‘ordered classification?
a. nominal
b. ordinal
c. interval
d. ratio
e. none of the above
Which of the following is NOT a common marketing research job title?
a. interviewer
b. senior analyst
c. librarian
d. clerical supervisor
e. computer operator
A researcher wants to be able to assess the amount of sampling error associated with an
estimate. Which of the following sampling methods would you recommend he use?
a. convenience
b. quota
c. nonprobability
d. probability
e. judgment
Which of the following statements about optical scanners is FALSE?
a. Scanners rely on imprinted Universal Product Codes which are 11’‘digit numbers.
b. When scanning the product, the scanner picks both the Universal Product Code
number and the price off the package.
c. Scanner data are not subject to the interview and recording biases that are present
with mail diaries.
d. Scanners allow firms to study the effectiveness of marketing mix changes like price
and number of facings on market share.
e. The use of scanners to generate marketing intelligence is increasing.