The number provided by the calculation, “number of completed interviews” divided by
the sum of “number of completed interviews” and “number of ineligibles” is called the
a. response rate.
b. eligibility percentage.
c. completeness percentage.
d. refusal ratio.
e. nonresponse rate.
To determine the effect of change in ticket price on attendance, a market researcher may
devise a laboratory experiment in which fans are offered the opportunity to purchase a
ticket at a variety of prices. In this experiment, price would be the
a. independent variable.
b. effect variable.
c. dependent variable.
d. result variable.
e. extraneous variable.
Which of the following are valid population elements?
a. People
b. Businesses
c. Financial transactions
d. All of the above could be used as population elements.
e. a and b
Laboratory experiments are primarily distinguished from field experiments by their
a. manipulation of variables.
b. cost.
c. validity.
d. control.
e. environments.
A common use of demographic and socioeconomic data in marketing is
a. delineating market segments.
b. investigating intentions to purchase.
c. relating attitudes to opinions.
d. discovering motivations.
e. determining brand awareness.
Which of the following is TRUE?
a. The recording of a respondent’s social class using the categories upper, middle, and
lower represents the use of a nominal scale.
b. An ordinal scale can be transformed in any manner possible, provided that the basic
ordering of the objects is maintained.
c. When the scale has an arbitrary zero point, it makes sense to say that A is twice as
much as B.
d. Interval scales possess an absolute zero point whereas ordinal scales do not.
e. All of the above are all false.
Assuming the two predictors X1and X2are not correlated, the coefficients of partial
regression can be interpreted as the
a. unit change in the criterion variable associated with an average change in the
appropriate predictor variable while holding the other predictor variable constant.
b. change in the criterion variable associated with an average change in the predictor
variables.
c. average change in the criterion variable associated with an average change in the
appropriate predictor variable while holding the other predictor variable constant.
d. average change in the criterion variable associated with a unit change in the
appropriate predictor variable while holding the other predictor variable constant.
e. average change in the criterion variable associated with a unit change in the
appropriate predictor variable.
The empirical evidence suggests which of the following does NOT affect the refusal
rate?
a. Nature of the respondent
b. Sponsor of the research
c. Nature of the subject
d. Circumstances surrounding the contact
e. All of the above affect the refusal rate.
A study of hundreds of C-level executives reveals that a fourth dimension of Big Data
may be:
a. Visibility
b. Variability
c. Value
d. Vision
e. Vigor
Longitudinal designs are more common than cross-sectional designs. a. True
b. False
When using an outside research firm, experts suggest that managers seek proposals
from at least ten companies.
a. True
b. False
A statistical technique used with a continuous dependent variable and one or more
categorical independent variables is called a(n) ____________________.