Observation in a laboratory (as opposed to natural) setting has the advantage of
a. less restricted behavior.
b. fewer tabulation and analysis problems.
c. better control of extraneous influences.
d. greater external validity.
e. a laboratory setting possesses no advantages over a natural setting.
Convergent validity is
a. demonstrated by showing how well the content of the test samples the subject matter.
b. demonstrated by correlating independent measures of the same construct.
c. demonstrated by the goodness of the predictions made with the measure.
d. demonstrated by the stability in scores exhibited by the measure.
e. never demonstrated.
The computer output of nonmetric multidimensional scaling analysis provides which of
the following?
a. the number of dimensions underlying the respondent’s judgments.
b. a map of the configuration characterizing the respondent’s judgments.
c. attributes the individual is using when making judgments.
d. a and b above.
e. all of the above.
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(s) had the highest brand loyalty?
a. A
b. B
c. C
d. B and C
e. All three brands had the same brand loyalty.
Which of the following is not an advantage of individual depth interviews?
a. The interviewer can delve deep into a topic.
b. They allow more candid discussion on the part of the interviewee.
c. They are essential for certain situations where competitors would otherwise be placed
in the same room.
d. They eliminate the negatives that group influences have in a focus group.
e. All the above are advantages of individual depth interviews.
Which of the following is FALSE?
a. With a ratio scale, it is possible to have zero amount of some attribute.
b. There are few psychological constructs that can reasonably be assumed to have a
natural or absolute zero.
c. Ratio scales allow the proportionate transformations of scale values as well as the
addition of arbitrary constants.
d. a and b.
e. a, b, and c.
Which of the following is NOT true when a scale is a ratio scale?
a. Transformations of the form y = bx are permissible
b. The scale is invariant for all transformations of the form y = a ‘‘ bx
c. If “a” is greater than “b” and “b” is greater than “c,” then “a” is greater than “c”
d. If “a” equals “b” and “b” equals “c,” then “a” equals “c”
e. The mode and the median are permissible measures of central tendency
If 85 women and 80 men are daily users of a deodorant product, the calculated z
statistic is
a. z=1.64.
b. z=1.96.
c. z=0.74.
d. z=0.93.
e. more information is necessary in order to calculate the z statistic for this example.
For which of the following applications would multidimensional scaling not be
appropriate?
a. determining viable segments that exist in a market
b. finding “holes” in a market that might support a new product venture
c. identifying the combination of attributes buyers most prefer
d. determining salient product attributes perceived by buyers in a market
e. MDS is appropriate for each of these applications
Which of the following are not methods for naming underlying dimensions in
multidimensional scaling?
a. After subjects have evaluated objects in terms of defined attributes, the researcher can
correlate the attribute scale scores for each object with the coordinates for each object
in the perceptual map.
b. Managers may use their experience to interpret the dimensions.
c. Researchers may attempt to relate the dimensions to actual attributes of the objects
under study.
d. Researchers may name the resulting dimensions based on a priori hypotheses.
e. All of the above are methods for naming dimensions in MDS.
Which of the following is NOT a demographic or socioeconomic characteristic?
a. marital status
b. a feeling towards a brand
c. income
d. social class
e. all of the above are demographic or socioeconomic characteristics
The three basic designs can be looked at as stages in a continuous process. This process
a. represents the investigation of a more detailed statement of the problem at each stage
of the problem.
b. always moves in sequence from exploratory to descriptive to causal.
c. always begins with an exploratory study.
d. always starts with an hypothesis.
e. contains only one study of each type.
One difference between sampling and nonsampling errors is that as sample size
increases, sampling errors will while nonsampling errors .
a. decrease; may even increase
b. increase; decrease
c. remain the same; may even increase
d. increase; remain the same
e. decrease; remain the same
Which of the following is NOT a necessary assumption for the application of the
analysis of variance (ANOVA)?
a. Samples are independent.
b. The variable is normally distributed.
c. The variance is the same for each treatment.
d. More than two means are being compared.
e. All of the above are necessary assumptions for the application of ANOVA.
When there is one source of extraneous variation distorting the results of an experiment,
the preferred experimental design is
a. a contingency table.
b. a Latin Square design.
c. a factorial design.
d. a randomized block design.
e. a completely randomized design.
Benchmarking is an example of what kind of research?
a. a literature search
b. focus group
c. analysis of selected cases
d. descriptive research
e. causal research
The percentage of incorrect rejections of the null hypothesis which is expected to occur
simply because of random variation in a large number of samples may be referred to as
the .
a. b risk
b. 1’‘a risk
c. confidence level
d. 1’‘b risk
e. a risk