Which of the following is FALSE?
a. Content validity is most directly concerned with the question of what the instrument
is measuring.
b. Construct validity cannot truly be established without evidence of convergent and
discriminant validity.
c. The content validity of a measure focuses on the adequacy with which the domain of
the characteristic is captured by the measure.
d. a and b.
e. a, b, and c.
Which of the following is FALSE with respect to the coding of open’‘ended questions?
a. The use of several coders can lead to inconsistent treatment of answers.
b. Open’‘ended questions are generally more difficult to code than closed’‘ended
questions.
c. The coder must determine categories on the basis of answers that are not always
anticipated.
d. Coding open’‘ended questions is typically less expensive than coding closed’‘ended
questions.
e. When the task requires multiple coders, each coder should be assigned parts of the
questionnaire for all questionnaires rather than a subset of the questionnaires.
The effects of two or more treatment variables can be considered simultaneously in
a. a Latin Square design.
b. a randomized block design.
c. a covariance analysis.
d. a factorial design.
e. they can never be considered simultaneously but rather the analyst must conduct
separate experiments to investigate their separate impacts.
A bar chart where the values of a variable are placed along the x axis and the absolute
or relative frequency along the y axis is called a and can be developed from the .
a. bar graph; cumulative data
b. frequency polygon; one’‘way frequency tabulation
c. cumulative distribution graph; cumulative data
d. histogram; uncoded data
e. histogram; one’‘way frequency tabulation
Which of the following is TRUE?
a. Cross-classification tables are useful in proving cause and effect relationships.
b. The presence of association in a cross-classification table demonstrates conclusively
that X and Y are related in the real world.
c. A causal factor must occur before the effect or event it causes.
d. When considering the time order of occurrence of variables as evidence, each term in
the relationship must be either a cause or an effect. They cannot be both.
e. They are all false.
A factor loading is typically assumed to be significant if its value is in the neighborhood
of
a. .20 to .25.
b. .25 to .30.
c. .30 to .35.
d. .35 to .40.
e. .40 to .45.
The recommended minimum time spent in test market is
a. less than 3 months.
b. 3’‘6 months.
c. 7’‘9 months.
d. 10’‘12 months.
e. 13’‘18 months.
Factor Loading Matrix
Variable Factor 1 Factor 2
inactivity .20 .70
aggressiveness .70 .10
ambition .80 .05
stress .60 .15
The communality of the “inactivity” variable is
a. 1.53.
b. .04.
c. .53.
d. .51.
e. .90.
Which of the following is not an example of the testing effect?
a. Students take a test and score 84; two weeks later they take a different test and score
90.
b. A person is asked about her attitudes toward Ford automobiles; she then watches
Ford commercials more closely than before.
c. After Dan is asked to be on a consumer panel that reports purchasing behavior, he
changes his purchasing behavior.
d. While answering a questionnaire, Dawn tries to answer the last questions consistent
with how she answered the first questions.
e. a through d are all examples of the testing effect.
Which of the following is NOT true about the randomized response model?
a. The question that the respondent answers is determined randomly.
b. The interviewer does not know which question the respondent is answering.
c. The probability of the sensitive question asked is not known.
d. The probably of the “innocuous” event occurring is known.
e. All of the above are true.
Which of the following leads to response bias?
a. errors in asking questions
b. errors in recording answers
c. errors in probing when additional information is required
d. errors due to cheating
e. all of the above
Theory or a system of explanation rests upon the condition that
a. unobservable constructs are defined solely in terms of unobservable constructs.
b. there is a strong relationship among the observable constructs.
c. the relation between x and y can be captured with a linear model.
d. at least some of the constructs can be operationalized and measured.
e. observable constructs are defined solely in terms of unobservable constructs.
Factor Loading Matrix
Variable Factor 1 Factor 2
inactivity .20 .70
aggressiveness .70 .10
ambition .80 .05
stress .60 .15
What proportion of the variability in the data is accounted for by the first factor?
a. .04
b. .38
c. .13
d. 1.53
e. .51
Which of the following is NOT an advantage of structured’‘undisguised questions?
a. simple to administer
b. easy to analyze
c. high internal validity
d. very reliable
e. All the above are advantages of structured’‘undisguised questions.
The value of the F statistic in analysis of variance is estimated using which of the
following formulas (where MS is mean squares, SS is sum of squares, W is within, B is
between, and T is total)?
a. MSW/MSB.
b. SSW/SSB.
c. MSW/MST.
d. MSB/MSW.
e. SSB/SSW.
BOUGHT AT t0
A B C
Total
A 110 50 80
240
BOUGHT
AT t1 B 50 130 55
235
C 35 20 95
150
195 200
230 625
Which brand was the most popular at time, t0?
a. A
b. B
c. C
d. The three brands were equally popular.
e. It is impossible to tell.
Which of the following is NOT one of the quantities used to assess the relative
importance of variables in discriminating between groups in discriminant analysis?
a. the mean differences of the groups on each variable
b. the discriminant coefficients
c. the pairwise correlations between the variable and the discriminant score
d. the standardized coefficients
e. Both b and c are not quantities used to assess the relative importance of variables in
discriminating between groups.
Which of the following statistical distributions is completely determined by its degrees
of freedom?
a. Chi-square
b. F-test
c. Kolmogorov-Smirnov
d. normal distribution
e. all nonparametric distributions
Which of the following skills are needed as a senior level marketing researcher?
a. statistical
b. financial
c. planning
d. b and c
e. a, b and c
Which of the following is TRUE?
a. A marketing information system is a set of procedures and methods for the regular
planned collection, analysis, and presentation of information for use in making
marketing decisions.
b. The primary difference between traditional marketing research and marketing
intelligence is that the intelligence system is computer-based while the research project
is a written survey.
c. The emphasis in traditional marketing research is on continuously monitoring normal
business activities such as sales, market share, and product positioning through a series
of recurring research steps.
d. The rapid growth of databases, on-line informational services, and DSS systems will
eventually replace the traditional project approach to market research.
e. They are all false.
A sample of 20 men have been asked to give their opinions on the use of electric razors
before and after using a new kind of electric razor. The proper statistical test for
examining the data is
a. the t’‘test of the difference between means.
b. the paired difference test.
c. analysis of variance.
d. regression analysis.
e. none of the above.
Which of the following statements is true?
a. The one’‘group pretest’‘posttest design is an example of a true experimental design.
b. In an experiment with a large sample, it is safe to assume that the people who did not
respond were equal to the people who did.
c. History primarily jeopardizes the internal validity of marketing experiments.
d. The use of randomization to eliminate selection bias in experimental designs works
best when the groups being compared are small.
e. None of the above is true.