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Statistical concepts such as correlation and cross-tabulation are forms of association
analysis.
The basic concept of the central limit theorem is that all research findings are limited in
their application simply because they are based upon a sample and not a census.
Though they are often used, focus groups are NOT considered qualitative research.
Different cultures tend to respond differently to scales, and a scale developed in
Western culture may not be automatically transferred to other cultures.
A valid measure is one in which a respondent answers in the same or in a very similar
manner to
an identical or nearly identical question.
When we present findings on cross-tabulations with chi-square analysis, graphical
presentations such as bar or stacked bar charts are often useful.
A combination of qualitative and quantitative research is referred to as pluralistic
research.
________ provide(s) digital interfaces that allow users to quickly and easily see
information that is presented in a simplified manner.
A) Marketing research reports
B) iReportWriter Assistant
C) Dashboards
D) Memos of transmittal
E) none of the above
Adaptability refers to the ability to react to respondent differences. Which survey
method is best suited for adaptability?
A) computer-administered surveys
B) self-administered surveys
C) drop-off surveys
D) person-administered surveys
E) CATI
Research companies who select shopping malls for the purpose of conducting
mall-intercept interviews tend to select malls:
A) only in the largest cities.
B) that have a regional versus local market area.
C) where the crime rates are exceptionally low.
D) in cities where interview cooperation rates are the highest.
E) with a wide variety of shops.
Which of the following observation techniques involves observing historical records,
such as records of sales calls or warehouse movements?
A) direct
B) archives
C) past records
D) indirect
E) surrogate
Micropolitan SAs can best be described as:
A) statistical reporting units with a population of 50,000 or more.
B) statistical reporting units with at least one urbanized area populated by 50,000 or
more.
C) statistical reporting units with at least one urban cluster populated by 10,000 or
more.
D) statistical reporting units with at least one urban cluster populated by more than
10,000 but less than 50,000.
E) statistical reporting units with at least one urban cluster populated by more than
10,000 but less than 50,000, plus adjacent territory that has a high degree of social and
economic integration.
If we know the level of confidence (1.96 for 95 percent), variability estimates, and the
size of a sample, there is a formula that allows us to determine:
A) the costs of the sample.
B) the size of the sample.
C) the representativeness of the sample.
D) p or q.
E) the accuracy (sample error).
The chi-square test is useful for determining:
A) if a nonmonotonic relationship exists between two nominal-scaled variables.
B) if a monotonic relationship exists between two nominal-scaled variables.
C) if a nonmonotonic relationship exists between two interval-scaled variables.
D) if a duotonic relationship exists between two variables.
E) if a duotonic relationship exists between three variables.
An entire group under study, as specified by the objectives of the research project, is
known as the:
A) population.
B) sample.
C) sample unit.
D) census.
E) study group.
Which of the following is NOT a number that can be found in each cross-classification
table cell?
A) frequency
B) raw percentage
C) column percentage
D) overall percentage
E) row percentage
An accounting of the complete population is known as:
A) a population.
B) a sample.
C) a sample unit.
D) a census.
E) comprehensive accounting.
A(n) ________ occurs when a respondent reaches a certain point and then decides not
to answer any more questions in the survey.
A) validation check
B) reversal of scale end-points
C) item omission
D) break-off
E) role-playing session
Which level heading should be left-justified, on the same line as the first sentence of the
paragraph, bold and in the same font size as the rest of the report?
A) first
B) second
C) third
D) fourth
E) fifth
Which type of validity is concerned with the degree to which a measurement "looks
like" it is measuring that which it is intended?
A) face validity
B) predictive validity
C) convergent validity
D) discriminant validity
E) relative validity
When marketing researchers use statistical procedures to generalize the results of the
sample to the target population it represents, the process is referred to as ________
analysis.
A) differences
B) association
C) predictive
D) inference
E) descriptive
In ________, door-to-door interviewing is popular because ________.
A) Canada; face-to-face interaction is preferred
B) Scandinavia; residents welcome strangers in their homes
C) India; few residents have access to telephones and online computers
D) Mexico; door-to-door incentives are popular
E) the United States; it is the most reliable data collection method
