If the strata sample sizes are faithful to their relative sizes in the population, you have
what is called a proportionate stratified sample design.
Symptoms are not the problem but are ‘signals” that alert us to a problem.
Respondent misunderstanding occurs when a fieldworker believes he or she knows how
to administer a survey but instead does it incorrectly.
Telephone surveys have the potential to provide a high-quality sample.
Core-based statistical areas (CBSAs) are economic reporting units used by the Census
Bureau.
Dot Miller owns a small chain of dive shops. She is interested in knowing how many
potential customers she will need to sample in several large cities within a three- to
four-hour drive of her shops located on the California coast. She wants to estimate the
mean response to a 10-point scale measuring the likelihood that they will subscribe to a
dive package which, if they take advantage of all the dives, represents a savings of 50
percent over taking the dives individually. In estimating the standard deviation in the
population for the formula for calculating the sample size for estimating a mean, Dot
can:
A) rely on the knowledge of other owners in the dive industry to share their knowledge
of surveying scuba divers.
B) use some prior knowledge about the population, undertake a pilot study or estimate
the range, and divide by 10.
C) use some prior knowledge about the population, undertake a pilot study or estimate
the range (7), and divide by 6.
D) undertake a pilot study using members of the dive population who live near the
present dive shops.
E) None of the above; if you do not have the actual standard deviation, you cannot use
the formula.
A marketing research firm, Forrester Research, released a report concluding that
developing and deploying web-based portal applications is substantially less expensive
using Microsoft technology than it is using competitive software such as a Linux/J2ee
combination. However, sometime after this information was released to the public, it
was learned that Microsoft had sponsored (i.e. “paid for”) the research conducted by
Forrester. This example illustrates:
A) firms can gain a great deal of favorable publicity if the research company
conducting their research makes the research results public.
B) research findings should not be made public unless they have been replicated at least
five to six times in different environments thus ensuring the information is accurate.
C) there is an ethical issue in the marketing research industry in terms of “research
integrity.” In this case, the issue is whether the research was conducted by Forrester in a
way that ensured favorable results for the sponsoring client, Microsoft.
D) there is no ethical issue in this situation at all. Any research company has a First
Amendment right to announce anything it wishes at any time it wishes.
E) this is a clear case of frugging and is illegal.
A(n) ________ is a tabulation of the number of times that each different value appears
in a particular set of values.
A) measure of central tendency
B) hypotheses test
C) standard deviation
D) sample size
E) frequency distribution
Which of the following examples may result in an unethical visual presentation of
research findings?
A) if time is a variable, placing it on the horizontal axis
B) eliminating the scales on an axis
C) using a histogram rather than a pictogram
D) illustrating how many respondents refused to answer the question as part of the
visual
E) making sure all parts of the scale are present
The t value is used for many tests instead of the z value because:
A) it is easier to calculate and to interpret.
B) it is more widely known among statisticians.
C) assumptions of the z value are violated if sample size is 30 or less.
D) it is available on statistical software packages.
E) assumptions of the t value are violated if the sample size is 10 or less.
You are going to use a purposive sample (a nonprobability sample) to collect data from
fast-food restaurant customers. Which of the following concepts would be applicable to
determining sample size?
A) confidence intervals
B) sample size formula for estimating a percentage
C) sample size formula for estimating a mean
D) estimating a population value within a stated percent of allowable error
E) None of the above would be appropriate; sample size concepts and formulas are only
applicable when probability sampling plans have been used.
While the scaling assumptions of multiple regression require that both the independent
and dependent variables be at least interval-scaled, we may use nominal independent
variables by using:
A) ratio-scaled variables.
B) standardized beta coefficients.
C) dummy variables.
D) temporary variables.
E) semi-ratio variables.
Iams marketing over 20 different types of dog food, Toyota marketing over 20 different
types of cars, and Boeing having five different types of commercial jets and a separate
business jets division are all examples of:
A) differing markets strategy.
B) marketing variation.
C) market segmentation.
D) market separation.
E) contrasting markets.
________ occurs when the respondent is assured that his or her name will not be
associated with his or her answers.
A) Confidentiality
B) Supervision
C) Anonymity
D) Role-playing
E) Validation check
________ is used to compare the sample statistic with what is believed to be the
population value prior to undertaking the study.
A) Sample estimation
B) Hypothesis testing
C) Parameter estimation
D) Predictive analysis
E) Regression analysis
________ refers to the number of elements of the population that are used to make up
the sample.
A) Sampling unit
B) Sample plan
C) Sample frame
D) Sample size
E) Sampling process
________ is a simple technique for analyzing two variables to predict behavior or
activity in the marketplace.
A) Regression analysis
B) Variance analysis
C) Bivariate regression
D) Multiple regression
E) Stepwise regression