Creating charts, graphs, images, diagrams and even word clouds that allow for better
communication of data is an example of:
a. Data fusion
b. Visualization
c. Neural networks
d. Harmonization
e. Data mining
When determining the method of administration, it’s important to remember that choice
of method will influence
a. number and type of questions.
b. question sequencing.
c. wording of questions.
d. response categories.
e. All of the above.
The simple regression technique in SPSS, not the researcher, specifies which variable
should be the independent variable and which one should be the dependent variable.
a. True
b. False
The error term in the regression model represents all factors that determine criterion
variable that are not part of the model.
a. True
b. False
Definitions of unfamiliar terms used in the report should be defined in the
a. introduction.
b. summary.
c. body.
d. conclusions.
e. appendix.
For an online survey or mail survey for which everyone in the sample frame is qualified
to respond, which of the following inputs is NOT needed to calculate the response rate?
a. Number of usable questionnaires
b. Number of contacts attempted
c. Eligibility percentage
d. Number of wrong addresses
e. All of the above are required.
A key term in prescriptive analysis is:
a. Randomization
b. Differentiation
c. Optimization
d. Experimentation
e. Amortization
One of the most important things a researcher can do for a manager is to provide the
same perspective of the problem/opportunity.
a. True
b. False
Marketing research as an organizational function was adopted by most firms when they
could no longer satisfy demand for their products.
a. True
b. False
Office errors can be reduced or eliminated by exercising proper controls in data
processing.
a. True
b. False
When coding data for computer analysis, which of the following is NOT
recommended?
a. Use only one symbol per column in the computer record.
b. Use alphabetic characters.
c. Assign as many columns to a variable as is necessary to capture the variable, e.g., two
columns would need to be assigned to a question with 20 possible answers.
d. Use standard codes like “8” for all “No answers” and “9” for all “Don’t know”
throughout the study.
e. Leave data ungrouped.
The factor that probably has the biggest impact on response rate is
a. survey length.
b. sample pool interest in the survey topic.
c. guarantee of confidentiality or anonymity.
d. interviewer characteristics or training.
e. response incentives.
Random nonsampling errors tend to cancel each other out.
a. True
b. False
It is generally accepted that Big Data is three-dimensional.
a. True
b. False