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Refer to Scenario 17.3. What is the appropriate test to determine whether sales results
of the new running suit are similar to what would be expected given the previous sales
history of sweatshirts made of the three fabrics?
a. Regression analysis
b. z-test for comparing sample mean against a standard
c. Chi-square test
d. z-test for comparing sample proportion against a standard
e. None of the above.
Knowledge management is an effort to randomly collect organizational knowledge and
make it accessible to others.
a. True
b. False
A technique for searching for statistical patterns in datasets is:
a. Ethnography
b. Benchmarking
c. Data mining
d. Projective methods
e. Case Analyses
What type of data was collected for another purpose, but can be used to address a
current problem?
a. Primary data
b. Tangential data
c. Secondary data
d. Auxiliary data
e. Random data
scales possess an absolute zero.
a. Nominal
b. Ordinal
c. Interval
d. Ratio
e. Continuous
Which of the following is NOT included in the recruiting message?
a. Who you are.
b. Your request for help.
c. How long the survey will take.
d. Demographic questions.
e. Any incentives the respondent may receive.
When stratifying the population, the characteristics should be as
a. close in value as possible within each strata.
b. far apart in value as possible between any two strata.
c. far apart in value as possible within each strata.
d. Both b and c.
e. Both a and b.
Which of the following is FALSE?
a. The empirical evidence suggests that an interviewer's own opinions on a subject
affect the responses he or she receives and that in particular, these responses are likely
to be opposite his or her opinions.
b. Interviewers must quickly convince potential respondents of the value of the research
and the importance of their participation.
c. In general, evidence indicates that the more characteristics the interviewer and the
respondent have in common, the greater the probability of a successful interview.
d. Both the interviewer and interviewee bring certain background characteristics to the
interview that can affect the interview process.
e. Both the interviewer and interviewee bring psychological predispositions to the
interview that can affect the interview process.
Refer to Scenario 18.3. What relationship can be inferred from the above table between
family size and owing a microwave?
a. Nothing can be inferred.
b. The smaller the family the more likely they are to own a microwave.
c. A lower proportion of large families (4 or more) own microwaves than small families.
d. Owning a microwave causes family size to increase.
e. Ownership of a microwave tends to increase as family size increases.
The potential problem(s) of personal or telephone interviews that use open-ended
questions include which of the following?
a. Interviewer bias
b. Recording errors
c. Interviewer cheating
d. All of the above.
e. Both a and c.
In marketing research, all of the following are levels of measurement EXCEPT
a. ratio.
b. ordinal.
c. interval.
d. nominal.
e. conscious.
Which of the following is TRUE?
a. The percentage of not-at-homes has been decreasing for a long time. b. Answering
machines help interviewers schedule callback times.
c. It is much easier to find a "responsible adult" at home than a specific respondent.
d. One to two calls are often needed to reach three-fourths of the sample of households.
e. To maintain consistency, callbacks should be made at the same time as the original
call.
The Nielsen television ratings are computed from data gathered by means of a. People
meters.
b. Telephone surveys of representative viewer sample.
c. Smartphone apps.
d. Gaming consoles that are attached to television sets.
e. None of the above.
Focus group respondents are usually selected so that the group is relatively
homogeneous.
a. True
b. False
The primary way to control for the potential bias due to interviewer's attitudes,
opinions, perceptions, etc., is through
a. matching the backgrounds of the interviewer and interviewee.
b. training the interviewer.
c. recruiting interviewers with similar socioeconomic backgrounds.
d. conducting the survey using a rigid set of procedures which the interviewers must
follow.
e. requiring the interviewer to complete the questionnaire so that it can be determined if
there is a pattern between the interviewer's answers and the answers he or she secures
when administering the questionnaire.
