Which of the following is TRUE?
a. a error and b error are completely complementary in that a + b always equals one.
b. A Type I or α error occurs when a false null hypothesis is not rejected.
c. A Type II or ß error occurs when a true null hypothesis is rejected.
d. When it is said that the difference between two numbers (e.g., two means) is
significant at the 5 percent level, it means there is only a 5% chance that the difference
is the wrong amount.
e. All of the above statements are false.
In a simulated test market all of the following are true EXCEPT
a. consumers are shown commercials for a new product and competitive products.
b. consumers are given a chance to purchase products in the product category of
interest.
c. consumers are interviewed at malls or in their home and are exposed to a new
product and asked to rate its features.
d. the information gathered is used as input for a computer model which estimates
future sales.
e. All of the above are true.
Which of the following uses of a one’‘way tabulation is NOT considered a part of “data
cleaning”?
a. locating outliers
b. calculating summary statistics
c. determining the degree of item nonresponse
d. locating blunders
e. all of the above are considered data cleaning
Another name for a turnover table is
a. a cohort table.
b. a panel data matrix.
c. a brand loyalty matrix.
d. a brand switching matrix.
e. none of the above are names for a turnover table.
Which of the following is FALSE?
a. Definitions of unfamiliar terms should be included in the introduction.
b. The introduction should not state the specific objectives of the research.
c. The report reader should be made familiar with the relationship between the research
project and other related work.
d. The body of the report is one of the hardest sections to write in that it is important
that the reader be told what was done, and why it was done, without the use of technical
jargon.
e. There is a difference in conclusions and recommendations.
Which of the following statements is true?
a. In cluster sampling, the parent population is broken into mutually exclusive and
exhaustive subgroups and a simple random sample is selected from each subgroup.
b. Cluster samples are most statistically efficient when the clusters are internally
homogeneous.
c. In order to yield high statistical efficiency, each cluster in a cluster sample should
include as many diverse universe values as possible.
d. One of the main advantages of cluster sampling over simple random sampling is its
greater statistical efficiency for the same size sample.
e. All of the above statements are false.
Which of the following types of primary data are NOT generally of interest to
marketers?
a. psychological/life’‘style characteristics
b. demographic/socioeconomic characteristics
c. motivation
d. behavioral data
e. all of the above are of interest to marketers
Toppen Olaf Olson, plant manager at the Ridgway Tanning Factory, was interested in
the average number of hides currently sold each day at the plant. The daily variance of
hides sold at the plant last year was 132. Olaf would like to be 90 percent confident (z =
1.645) in his results and be within a daily range of +/’‘ 5 hides. Olaf needs a sample of
what size to achieve his desired level of precision and confidence?
a. 15
b. 22
c. 472
d. 1,886
e. 2,788
The respondent’s cooperation can be encouraged by
a. selling the respondent on the value of the research.
b. choosing an appropriate interviewer.
c. training the interviewer properly.
d. guaranteeing that the replies will be confidential.
e. all of the above.
Any monotonic positive transformation of the numerals can be performed on which
type of scale?
a. nominal
b. ordinal
c. interval
d. a and b
e. positive monotonic transformations can be applied to any scales
When using the semantic differential technique, marketers have tended to modify the
basic approach. These modifications have NOT included
a. generalization of new items rather than using items from the basic list of adjective
pairs.
b. the use of adjective phrases rather than simple antonyms.
c. the generation of total scores employing a procedure similar to that employed in the
method of summated ratings.
d. the generation of evaluation, potency, and activity scores by which objects could be
compared.
e. all of the above modifications have been made by marketers when employing the
semantic differential technique.
In order to ensure interviewers understand the instructions of a data collection
procedure, the following technique(s) can be implemented:
a. have the interviewer complete the questionnaire
b. observe the interviewer in action
c. test the interviewer as to the study objective and procedures
d. b and c.
e. a, b, and c.
Students taking an achievement test for the second time usually do better than those
taking the test for the first time. This is an example of the
a. history effect.
b. maturation effect.
c. interactive testing effect.
d. main testing effect.
e. selection bias effect.
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 20By how much does having a G.P.A. of
greater than 3.0 (versus a G.P.A. of less than or equal to 3.0) increase the probability of
receiving a job offer by graduation?
a. .14
b. .16
c. .21
d. .41
e. None of the above are correct.
Value Frequency
1 12
2 15
3 8
4 7
What is the mean of the distribution for this variable?
a. 10.50
b. 2.00
c. 2.24
d. 2.50
e. none of the above
A ____ allows trends in the data to be evaluated as the data are collected.
a. nonprobability sample
b. sequential sample
c. fixed sample
d. probability sample
e. all of the above
Which of the following is false:
a. Secondary data help specify problem formulations.
b. A plan for analyzing the data should exist before collecting the data.
c. Research design may be modified after data analysis.
d. Interpretation of results can inform the marketing problem.
e. Research reports should be both accessible to nontechnical people as well as contain
the technical details for readers who wish to see them.
Which of the following types of probability samples does not require a complete list of
population elements by name in order to draw a sample?
a. stratified sample
b. systematic sample
c. simple random sample
d. cluster sample
e. quota sample
The costs involved in test marketing include all of the following EXCEPT
a. production costs.
b. cost of designing the data’‘collection instrument and sample.
c. cost of the marketing strategy support programs.
d. wages paid to field staff.
e. all of the above are cost incurred in test marketing.
What type of error is usually treated in the usual standard error formulas?
a. nonsampling error
b. sampling error
c. noncoverage error
d. overcoverage error
e. nonresponse error
Of the many sources of differences of scores, the researcher is especially interested in
isolating the
a. differences due to mechanical factors.
b. differences due to variations in administration.
c. differences due to transient personal factors.
d. differences due to true differences in the characteristic.
e. differences due to the sampling of items.