Which of the following is FALSE?
a. Sampling control concerns the researcher’s ability to direct the inquiry to a designated
respondent and to get the desired cooperation from that respondent.
b. Random digit dialing and “Plus-One” sampling are both attempts at overcoming the
sampling bias of unlisted numbers.
c. The heads of households with unlisted telephone numbers are less likely to be
employed in an unskilled or semi-skilled job than heads of households with listed
telephone numbers.
d. a and b.
e. a and c.
Which of the following about observational forms is FALSE?
a. When using observational forms, interviewer/observer bias may still be a problem.
b. When constructing an observational form it is best to loosely define what is to be
observed so the observer is free to react to each individual situation.
c. One of the most critical things in designing an observational form is to determine
precisely what is to be observed.
d. A paper-and-pencil observation form assessing purchasing behavior should parallel
the logical sequence of the purchase act.
e. They are all true.
A clothing manufacturer traditionally makes sweatshirts from three different fabrics, A,
B and C. Over the years the percentages sold of each fabric are 50, 35, and 15,
respectively. Recently, the manufacturer began producing running suits from the same
three fabrics. During the first three months of production, the company received orders
for 6,500 suits made from fabric A, 3,400 from fabric B, and 2,700 from fabric C.
What would be the expected number of running suits made of fabric B sold during the
first three months based on past years’ sales results of sweatshirts?
a. 3,500
b. 1,190
c. 4,410
d. 4,500
e. none of the above
A researcher is interested in comparing the usage of bank debit cards by consumers in
rural (r) and urban (u) areas. Each year for the past five years, she has surveyed 500
individuals (one’‘half urban, one’‘half rural) randomly selected from across the United
States. She is specifically interested in any differences that may exist between the two
groups with regard to usage. The results of the current study indicate that people in
urban areas use bank debit cards 12 times per month on average (xu), while those in
rural areas use bank cards 10 times per month on average (xr).
Assuming that the standard error of estimate for the difference in means is 1.5, calculate
the value of the test statistic that would be used in the comparison of the two means.
a. 0.75
b. 1.33
c. 1.88
d. 1.96
e. none of the above
In measurement we measure
a. objects.
b. quantities of objects.
c. quantities of attributes of objects.
d. only constructs with visual referents.
e. only constructs with non’‘visual referents.
The factor that makes the data from true experimental designs more valid than data
from any pre’‘experimental designs is
a. matching.
b. randomization.
c. the absence of extraneous sources of error.
d. the fact that the results can always be generalized to the larger population.
e. the fact that each of the test units is measured before and after the introduction of the
experimental stimulus.
G.P.A.
where the percentage represent the proportion of those in the cells who had a job offer
with that starting salary upon graduation.Sample Size
< or = $20,000 40
> $20,000 10
< or = 3.0 30
> 3.0 20
The preceding table is a
a. conditional table.
b. zero order table.
c. one-way tabulation.
d. directional table.
e. computational tabulation.
The chi’‘square test is an approximate test. The approximation is relatively good if the
a. expected number of cases in each category is 10 or more.
b. expected number of cases in each category is 5 or more.
c. expected number of cases in each category is 3 or more.
d. actual number of cases in each category is 10 or more.
e. actual number of cases in each category is 5 or more.
Studies which have been specifically designed to estimate the direction and magnitude
of data collection errors have typically
a. relied on the actual availability of bias’‘free information which then served as a
validity check.
b. used split’‘run comparisons.
c. measured the consistency of replies over time from the same respondent.
d. been applied in substantive as opposed to method studies.
e. allowed the information gained to be taken at face value.
Alternate or parallel forms of method of reliability estimation is used by researchers
because
a. of the ease of constructing a parallel form.
b. it is not necessary to use the same subjects with both firms.
c. they provide two different independent estimates of reliability.
d. of the problem of possible bias in the test’‘retest method.
e. it provides a consistent estimate of major inconsistencies in the text.
Problems associated with secondary data are
a. cost and fit.
b. accuracy and cost.
c. fit and accuracy.
d. time and cost.
e. accuracy and size.
Which of the following statements about dummy tables is FALSE?
a. A researcher should specify variables and categories in a dummy table after the data
have been collected.
b. Dummy tables are extremely useful because they provide guidance on how to phrase
questions as well as the number of questions necessary for a research project.
c. A dummy table is used to catalog collected data.
d. A dummy table is complete in all aspects save for filling in the actual numbers.
e. A dummy table states how the analysis will be structured and conducted.
Which of the following is TRUE?
a. The attribute-based approaches for developing perceptual maps require subjects to
make overall judgments about the similarity of various objects using whatever attributes
they wish.
b. The emphasis in multidimensional scaling analysis is to determine the maximum
dimensionality needed to capture adequately a person’s perceptual or preference
judgments.
c. The idea of distance or more formally psychological nearness or proximity is one of
the key ideas in multidimensional scaling.
d. One of the key outputs of a multidimensional scaling analysis is the computer’s
identification of the attributes underlying an individual’s similarity judgments.
e. They are all false.
Through use of the National Purchase Diary Panel, a subscribing company is able to
assess all of the following EXCEPT
a. brand share over time.
b. brand switching behavior.
c. characteristics of heavy buyers.
d. overall size of the market.
e. all of the above can be assessed.
Which of the following is FALSE?
a. While the level of measurement is not overly important from a statistical point of
view, the level of measurement is crucial for interpretation of results.
b. A halo effect occurs when there is carryover from one judgment to another in the
scaling procedure.
c. Item analysis is a procedure whereby each test item is evaluated to determine whether
that item effectively discriminates among subjects and therefore should be included in
the final version of the instrument.
d. By establishing the reliability of a scale, a researcher also establishes its validity.
e. The validity of a scale is always an inference.
Observation errors occur because
a. inaccurate information is obtained from the sample elements.
b. errors are introduced in the processing of the data.
c. errors are introduced in reporting the findings.
d. some elements of the sample do not respond.
e. a, b, and c.
Methods to exclude population elements from a sampling frame due to noncoverage
biases include
a. research objectives.
b. eliminating duplicate entries.
c. explicit statements identifying exclusion.
d. b and c.
e. a, b, and c.
Consider the following advertising claims:
Claim 1: “Ultrasoft chairs last 50% longer than our competitor’s best chairs.”
Claim 2: “A random sample of homemakers found Ultrasoft chairs 65% more
comfortable than our leading competitor’s chairs.”
Which of the these claims can likely be made legitimately?
a. Claim 1
b. Claim 2
c. both Claim 1 and Claim 2
d. neither Claim 1 nor Claim 2
e. both claims are legitimate but not valid
A major car manufacturer was interested in whether its midsize car was selling
consistently in two markets with respect to the annual income of the car purchasers. 500
new car buyers in Chicago and Miami were surveyed. In Chicago the following pattern
was observed:
<$20,000 5%
$20,000-$29,999 20%
$30,000-$39,999 40%
$40,000-$49,999 30%
>$50,000 5%
Among those surveyed in Miami, 20 earned under $20,000; 70 earned between $20,000
and $30,000; 265 earned between $30,000 and $40,000; 125 earned between $40,000
and $50,000; and 20 earned more than $50,000.Using the data provided, the calculated
value of χ2=
a. 0.883.
b. 36.3.
c. 11.95.
d. -0.542.
e. not enough information is provided to calculate the value.
Which of the following is FALSE?
a. The best way to begin research is to conduct a brief preliminary survey so that other
areas of interest may be uncovered early in the research process.
b. A key problem is using secondary data is the difficulty of finding data that exactly fit
the needs of the present project.
c. It is recommended that the researcher always use the primary source of secondary
data.
d. Secondary data may be helpful in problem definition
e. Secondary data may be helpful in improving the methods by which primary data are
collected.
The most prevalent type of observation errors are
a. sampling errors.
b. field errors.
c. nonresponse errors.
d. noncoverage errors.
e. office errors.
Gower’s coefficient of similarity is capable of handling data that is
a. dichotomous.
b. multichotomous.
c. interval scaled.
d. ratio scaled.
e. all of the above.
Which of the following skills is least needed as an entry level marketing researcher?
a. human relations
b. statistical
c. planning
d. oral communication
e. written communication
Which of the following is TRUE?
a. Because the research report is all that most executives will see of a project, it is the
basis for their evaluation of the research project.
b. If the research team has worked exceptionally hard on the project at hand, a sloppy
report will still show the amount of effort explained.
c. Executives are easily convinced of the usefulness of the report’s findings with a lot of
statistics in the body of the report.
d. The research report does not need to describe the research method because it is over
the heads of the audience.
e. They are all false.