Which type of research is concerned with determining cause-and-effect relationships?
a. Descriptive
b. Causal
c. Exploratory
d. All of the above
e. Both A and C
A market researcher divides the Dallas metropolitan area into blocks having roughly
equal populations. He then selects a random sample of blocks and sends interviewers to
each block. The interviewers are instructed to interview every eighth dwelling unit. This
is sampling.
a. one-stage area
b. two-stage area
c. quota
d. two-stage systematic
e. stratified
Which type of scale assumes an arbitrary zero point?
a. Ratio
b. Median
c. Interval
d. Nominal
e. Ordinal
A sample mean is compared against a standard for a large sample. Now, assume the
sample mean was found to equal 40. What is the appropriate confidence interval?
(Note: Round to the nearest whole number.)
a. 23 < < 57
b. Can’t be determined from the information given.
c. 14 < < 66
d. 38 < < 42
e. 20 < < 60
Kit Kat candy bar executives make the following statement: “Our most likely estimate
of Kit Kat’s ad recall rate is
65%. In addition, we are 95% confident that Kit Kat’s ad recall rate in the population
falls between 62% and 68%.” This illustrates an example of
a. basic descriptive statistics.
b. using statistical inference to estimate a population parameter based upon sample
statistics.
c. using statistical inference to estimate a statistic based upon a population parameter.
d. hypothesis testing.
e. Both a and b.
Which of the following components is part of a Decision Support System (DSS)?
a. Data System
b. Model System
c. Dialog System
d. All of the above are components of a DSS
e. Only A and B are part of a DSS
A proposed research action that is ethical under one method of ethical reasoning is also
ethical under the other methods of ethical reasoning.
a. True
b. False
In terms of error in research investigations, the key is
a. total error.
b. sampling error.
c. nonresponse error.
d. systematic error.
e. observation error.
The most important distinction between true panels and omnibus panels is a. the sample
design is different.
b. different types of information are collected.
c. time series analysis can be used only on true panel data. d. omnibus panels can be
used only for “in-house” research.
e. time series analysis can be used only on omnibus panel data.
Which of the following is TRUE?
a. Designing a questionnaire is often an iterative process, with steps or sequences of
steps often being repeated.
b. It is difficult, if not impossible, to state a question in such a way that it will mean
exactly the same thing to every respondent.
c. Gathering information by way of a questionnaire requires decisions with respect to
structure and disguise and also whether it will be administered by mail, telephone, or
personal interview.
d. Both a and b.
e. a, b, and c.
Which of the following data collection methods is most versatile?
a. Personal interviews
b. E-mail surveys
c. Fax surveys
d. Mail surveys
e. Phone interviews
The Houston Astros want to determine whether varying the level of advertising on local
TV stations and newspapers has any effect on attendance. Which of the following is the
dependent variable?
a. Attendance
b. Level of TV Advertising
c. The number of channels on which ads are run
d. The number of repeat customers
e. Number of Newspaper advertisements
What type of research design should a researcher use if he/she wishes to determine
conclusively the effect of a change in price on the sales of a particular brand of soap?
a. Basic research
b. Longitudinal
c. Causal
d. Exploratory
e. Descriptive
Which of the following is NOT one of the modules of a typical Decision Support
System (DSS)?
a. Customer information
b. General economic and demographic information
c. Employee information
d. Competitor information
e. Industry information
Which of the following about interval scales is FALSE?
a. An interval scale exhibits the property of order.
b. Absolute magnitudes cannot be compared using an interval scale because the zero
point is established arbitrarily.
c. The number of years the respondent has lived at a particular address is an example of
an interval scale.
d. Both a and b.
e. a, b, and c.