Which of the following statements pertaining to the index of predictive association is
FALSE?
a. The index of predictive association is useful when nominally scaled data are available
and when we are interested in the degree of improvement in predictions of the criterion
variable brought about by considering the classes of the predictor variable.
b. The index of predictive association is equal to one, if the B classification is of no
help in predicting the A classification.
c. The index of predictive association gA.B.measures the relative decrease in the
probability of error by taking account of the B classification in predicting the A
classification over the error of prediction with the B classification unknown.
d. a and b above
e. a and c above
In a test of consumers preference of two popular air freshners, the following hypotheses
were stated:
H0: Proportion Preferring Brand A = 0.50
Ha: Proportion Preferring Brand A ≠0.50
Of 200 people tested, 49% preferred Brand A. At α=0.05, which of the following is
correct?
a. The null hypothesis is accepted.
b. The null hypothesis is rejected.
c. Based on the evidence available, no support for the alternative hypothesis is found.
d. Based on the evidence available, the alternative hypothesis is supported.
e. More information is required to test these hypotheses.
The NAICS codes:
a.will be used along with SIC codes
b.will replace SIC codes
c.are used along with editing and tabulating data
d.increase the data reliability
e.are only for the U.S.A.
Noncoverage errors can be eliminated in quota samples by
a. increasing the number of characteristics for selection.
b. increasing the interviewer’s flexibility in choosing respondents.
c. sending some interviewers to strictly high-income neighborhoods.
d. thoroughly reviewing completed interview forms.
e. none of the above.
BehaviorScan is an attempt to gain what advantage(s) that mail diaries have other
scanners?
a. speed
b. matching of demographic characteristics to purchase behavior
c. unbiased response
d. cost
e. all of the above
In which of the following applications would conjoint analysis not be useful?
a. the design of a new type of motorcycle
b. the determination of an appropriate price for a new electric fan
c. the determination of a market segment, or “niche,” for very high quality electronic
equipment
d. the selection of advertising media for a new product introduction
e. conjoint analysis is useful in each of these situations
Which of the following is TRUE?
a. In general, the amount of detail contained in the research report should be inversely
proportional to the amount of direct control the user can exercise over the areas under
discussion.
b. A good rule of thumb in report writing is to include all those findings that might be of
interest to the reader.
c. One particularly helpful technique for securing conciseness in a research report is to
read the draft aloud.
d. The true summary is an abstract of the whole report in which everything is restated in
condensed form.
e. All of the above statements are false.
The z’‘statistic is appropriate if
a. the sample is chi’‘square distributed and the degrees of freedom is small.
b. the population mean is known.
c. the population variance is unknown.
d. the distribution of the characteristic is normal or the sample is very large such that
the Central’‘Limit Theorem is operative.
e. both c and d above.
One of the quickest and most economical ways to discover hypotheses is
a. through a sample survey.
b. through the use of a panel.
c. through the analysis of selected cases.
d. through an experience survey.
e. through a literature search.
The addition of a third variable to an analysis between two variables might
a. identify limiting conditions in the relationship between the original variables.
b. have no impact on the relationship between the original variables.
c. uncover spurious noncorrelation between the original variables.
d. uncover spurious correlation between the original variables.
e. do all of the above.
In the before’‘after with control group design the difference 04 minus 03 reflects
a. the effects of the extraneous influences.
b. the difference between the control group and the experimental group.
c. the change in attitude of the subject.
d. the interactive effect of testing.
e. the effect of the experimental stimulus.
Which statement(s) pertaining to the chi’‘square distribution is true?
a. The chi’‘square distribution is completely determined by the degrees of freedom.
b. The mean of the chi’‘square distribution is equal to the number of degrees of
freedom.
c. The variance of the chi’‘square distribution is equal to two times the number of
degrees of freedom.
d. b and c above
e. all of the above
For which of the following projects would secondary data likely be sufficient?
a. A pet food manufacturer wants to determine if dogs will prefer a new type of dog
food.
b. Officials of a local bank want to determine how the bank’s customers feel about the
service they receive.
c. A national department store chain wants to know if consumers are willing to pay
more to purchase products manufactured in the U.S.
d. A fast’‘food franchisee wants to determine the market potential for a new type of
specialty food in a certain area.
e. None of the above.
When referring to the question of whether the experimental stimulus made some
difference in the specific instance under investigation, one is referring to
a. external validity.
b. internal validity.
c. concomitant variation.
d. cross’‘sectional analysis.
e. interaction errors.
The amount of variance in a single variable captured by the set of factors is referred to
as the
a. factor loading.
b. achieved communality.
c. variability recovery of a single factor.
d. covariability recovery.
e. latent root.
The emphasis of marketing research for planning purposes is on
a. determining the appropriate promotion budget(s).
b. determining the kind of packaging the firm should use
c. determining the degree of consumer satisfaction with the firm’s products.
d. determining viable opportunities for the firm.
e. a and c.
Which of the following statements is FALSE? The t’‘test to test an hypothesis about a
single population mean
a. assumes the variable is normally distributed
b. applies when the variance of the variable is known
c. applies when the sample size is small; e.g., less than 30
d. is referred to a t’‘distribution which is completely determined by its degrees of
freedom
e. theoretically applies when the sample is large, e.g., greater than 30, if the general
conditions surrounding its use are satisfied
The distinction between primary and secondary data is defined by
a. the method of collection.
b. the purpose of the investigation.
c. the form used for collection.
d. the group sponsoring the collection.
e. none of the above.
Which of the following is NOT typically part of the good summary?
a. introductory information providing background for the research
b. important results
c. conclusions
d. headings and subheadings
e. all the above are part of the good summary
A local cheese producer feels their biggest problem is to get consumers acquainted with
their product. An experiment is run in which 50 free samples of cheddar cheese are
distributed to a randomly selected sample of families. This group and another group of
1,000 randomly selected people to which free samples had not been given are both sent
coupons for the purchase of cheddar cheese at a discount at local grocery stores. The
keyed coupons show that 387 coupons are returned from the group receiving the free
sample and 130 are received from the other group.The after’‘only with control group
has the following advantages:
a. allows analysis of individual cases of change.
b. cost relative to other true experimental designs.
c. time relative to other true experimental designs.
d. b and c.
e. all of the above.
Which of the following statements is TRUE of focus groups?
a. The sessions are easy to moderate.
b. It is difficult to support a preconceived position because focus group members have
different attitudes on most subjects.
c. The results of sessions are representative of the general population.
d. Coding, tabulation, and analysis of responses is difficult in comparison to a written
survey.
e. They are all true.
Adoption of MIS systems is NOT generally hampered by
a. managers’ reluctance to disclose their decision processes.
b. the enthusiastic support of high’‘level management.
c. the cost of the MIS system.
d. underestimation of time necessary to complete the system.
e. All of the above have tended to restrict the adoption of MIS systems.
An advantage of computer assisted interviewing is
a. personalized questions.
b. preliminary tabulations.
c. the opportunity it provides for the interviewers to operate from many more locations.
d. a and b above.
e. all of the above.
Purchase intentions
a. are a very good indicator of an individual’s future behavior.
b. may be better predictors of future behavior for large dollar expenditures.
c. are a relatively good predictor of a family’s purchase behavior.
d. are studied often in marketing because they are very similar to attitudes.
e. are better predictors of future behavior for small dollar expenditures.