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One method of handling potentially embarrassing questions uses a. branching
questions.
b. the telescoping technique.
c. fixed alternatives.
d. item nonresponse.
e. the randomized-response model.
What statement best describes what prescriptive analysis is used for?
a. To uncover explanatory and predictive models of business performance based on the
relationship between data inputs and business outcomes.
b. To understand business performance.
c. To extract patterns from large datasets.
d. To determine a set of high-value alternative actions for the purposes of improving
business performance.
e. To determine if a customer can be cross-sold or up-sold a product at the point of
purchase.
The element of a Decision Support System (DSS) that clearly separates it from a
Marketing Information System
(MIS) is its:
a. Data system
b. Model system
c. Dialog system
d. Security system
e. Backup system
The questionnaire pretest serves the same role in a questionnaire design that test
marketing serves in new product development.
a. True
b. False
A sampling procedure is statistically more efficient than another procedure if, for a
given sample size, it results in a larger sampling error.
a. True
b. False
IBM's Slamtracker, which analyzes years of Grand Slam tennis data to compare historic
head-to-head statistics of competitors to predict keys to winning a match is an example
of which kind of analysis?
a. Descriptive
b. Competitive
c. Prescriptive
d. Historical
e. Predictive
Which of the following represent valid sources of Big Data?
a. Survey responses
b. Transactions details
c. Social media references
d. Location data
e. All the above are valid types of data
The most important part of a written research report is the
a. summary.
b. body.
c. appendix.
d. conclusion.
e. introduction.
The purpose of the coding process is
a. to transform raw data into symbols.
b. encrypt the raw data so that it is secure from unauthorized use.
c. determine if the raw data meets minimum quality standards.
d. detect incorrect or invalid responses.
e. separate completed questionnaires from incomplete ones.
The type of sampling plan where the specific sampling elements are left to the
discretion of the researcher is
a. quota.
b. simple random.
c. systematic.
d. cluster.
e. Both a and d.
You have been assigned the task of evaluating consumer acceptance of and favorability
toward a new product that a company has just test marketed in your area. In order to
determine the degree to which consumers hold favorable attitudes toward the product,
what is the lowest level of scale that you can use?
a. Nominal
b. Ordinal
c. Interval
d. Ratio
e. Need more information
Current estimates suggest that about
_____________million telephone numbers have registered with the National
Do-Not-Call (DNC) Registry.
a. 197
b. 94
c. 312
d. 209
e.138
Which of the following is NOT an aid in the crafting of a research report that meets the
writing criterion of clarity?
a. Using short sentences.
b. Using a logically ordered outline.
c. Rewriting the first draft.
d. Re-stating an important point in different words.
e. Using short paragraphs.
When it comes to external secondary data, which of the following statements if
FALSE?
a. Most people underestimate what is available.
b. There is likely to be relevant external secondary data on almost any problem. c. The
fundamental problem with relevant external secondary data is availability
d. The fundamental problem with relevant external secondary data is identifying and
accessing what is there.
e. Researchers who know how much valuable secondary data exists may not know how
to find it.
Open-ended questions are generally used only at the end of the questionnaire.
a. True
b. False
Which of the following is NOT one of the conditions that must be met to establish
causality?
a. There must be consistent variation between the cause and the effect
b. The time order of the cause and the effect must be correct
c. There must be multiple causes for each effect
d. Other explanations must be eliminated
e. All of the above are true
Using too many charts will dilute the value of the really important ones.
a. True
b. False
Businesses like banks and airlines have more data than firms in other industries due to
the businesses.
a. Seasonal
b. Consumer
c. Stagnant
d. Transactional
e. Services
Test marketing is not restricted to testing sales potential of new products or
communication efforts; it has been used to examine the effectiveness of almost every
element of the ___________________.
The difference between results obtained from a sample and results that would have been
obtained had information been gathered from or about every member of the population
is called________________.
Compare and contrast the main methods of administering questionnaires.
______________research will play an increasingly important role as researchers begin
to harness the different sources of data (internal and external) that are becoming
available.
The independent samples t-test for means always compares mean scores for
the___________variable measured in two groups.
__________questions are regularly used at the start of interviews or questionnaires to
determine whether the respondent is actually a member of the population being studied.
Problem formulation involves more_____________and must be approached with great
care.
______________interviews imply a direct face-to-face conversation between the
interviewer and the respondent.
A(n)_______________question allows respondents to freely reply using their own wor
ds without limitations to a fixed set of possible answers.
Discuss at least four common reasons that have restricted the adoption of a MIS.
