Factor Loading Matrix
Variable Factor 1 Factor 2
inactivity .20 .70
aggressiveness .70 .10
ambition .80 .05
stress .60 .15
What proportion of the variability in the data is accounted for by the two factor
solution?
a. 51%
b. 100%
c. 78%
d. 27%
e. more information is needed
Which of the following is TRUE?
a. Descriptive studies should be viewed as fact-gathering expeditions and all
information that appears to bear on the problem should be collected so that an accurate
description of the situation can be provided.
b. A good descriptive study presupposes much prior knowledge about the phenomenon
studied.
c. A key characteristic of descriptive research is its flexibility.
d. Descriptive studies help the researcher determine the who, what, where, and when of
the research.
e. They are all false.
Which of the following is TRUE of experiments?
a. An experiment has greater ability to supply evidence of causality because it takes
longer to complete than a descriptive study.
b. In marketing, experimental treatments are generally elements of the marketing mix
whereas test units are the entities that serve as objects for a firm’s marketing efforts.
c. An experimental design limits one to supplying evidence of concomitant variation.
d. An experimental design is a research design in which the investigator has direct
control over at least one independent variable and manipulates at least one independent
variable.
e. b and d are true.
The following formula is for:
a. the chi’‘square correction for attenuation.
b. the index of predictive association.
c. the chi’‘square test for distribution symmetry.
d. the contingency coefficient.
e. the coefficient of concordance.
Which of the following is FALSE?
a. A linear preference model for a conjoint analysis study implies that subjects always
prefer more or less of the attribute.
b. The utilities of the various levels of an attribute used for conjoint analysis can be
used to infer the importance of an attribute to a subject.
c. An important trade-off occurs for respondents between easier judgments but more of
them when using the full profile approach to presenting attribute combinations in a
conjoint analysis.
d. It is generally recommended that the ranges for the various attributes in a conjoint
analysis study be made somewhat larger than what is normally found.
e. a and c.
Which statement is true:
a.Data comparing competitors within industries is proprietary.
b.Published data can only describe the past’”future trend projections are not possible.
c.The President of the U.S.A. is a source of economic information.
d.The source of all economic data is either the Federal Reserve or the Department of
Commerce.
e.The Population Census collects data on demographics such as marital status and race
and ethnicity, but has phased out questions about age as being politically insensitive.
Value Frequency
1 12
2 15
3 8
4 7
What is the mode of the distribution for this variable?
a. 1
b. 2
c. 3
d. 4
e. none of the above
Which procedure(s) can be classified as an appropriate iterative clustering method(s) to
initially partition the set of objects?
a. polar nodal method
b. prime nodal method
c. picking specific objects to serve as group centroids
d. randomly assigning objects to one of a prespecified number of clusters
e. all of the above
If a subject forgets to show up to the second observation time period, the research
project has experienced
a. selection bias.
b. experimental mortality.
c. maturation.
d. subject variation.
e. b and c.
In a five group discriminant problem, where the groups are equal in size, the mean
discriminant score for each group is Y1 = 13.01, Y2 = 24.65, Y3 = 3.02, Y4 = 8.03, and
Y5 = 42.06.
How many different “cutting scores” must be calculated?
a. one
b. two
c. three
d. four
e. five
Which of the following is FALSE?
a. The research report is the end product of the research process.
b. The fundamental criterion by which research reports are evaluated is communication
with the reader.
c. The report reader is the only reason to prepare a research report.
d. The intended use of the research report does not affect the content of the report.
e. The research report criteria of completeness, accuracy, clarity, and conciseness are
related.
Which of the following are advantages of observation in a contrived setting?
a. speeds data collection
b. produces lower’‘cost research
c. allows more objective measurements
d. a and c
e. a, b, and c
The rate of refusals depends on
a. the respondent attitude at the time of initial contact.
b. the reason for the contact.
c. the place where contact was initiated.
d. a and b.
e. a, b, and c.
An introduction in the report summary should include
a. the hypotheses that guided the research project.
b. who authorized the research project.
c. the objective(s) of the research project.
d. a and c.
e. all of the above should be included in the summary’s introduction.
Which of the following is TRUE?
a. Opportunities in marketing research are only open to people with statistical analysis
and interpretation skills.
b. Marketing researchers need good oral and written skills along with statistical skills.
c. Planning, strategy, and financial management skills are necessary for success as an
entry- or mid-level marketing researcher.
d. Successful marketing researchers are proactive rather than reactive.
e. b and d.
When utilizing observational methods of data collection, which of the following should
be specified by the researcher?
a. Who should be observed?
b. What behaviors should be reported?
c. When should the observations be made?
d. Where should the observations be made?
e. All of the above.