Ratio scales can be used to do everything that interval, ordinal and nominal scales can
do.
a. True
b. False
The words occasionally, sometimes, regularly and often are considered ambiguous.
a. True
b. False
In general, the simpler the definition of the target population
a. the greater the sampling error.
b. the easier it will be to find the sample.
c. the less costly it will be to find the sample.
d. a and b.
e. b and c.
“Starch Readership Service”
a. is concerned with industrial buying and selling.
b. is used to produce market profiles.
c. is used to develop brand loyalty profiles.
d. represents developments in mathematical modeling.
e. directly involves the consumer and his or her behavior.
The ability of a data collection technique to provide many types of primary data is
known as
a. Breadth of scope.
b. Cost efficiency.
c. Communicability.
d. Versatility.
e. Objectivity.
Consistency is the hallmark of validity.
a. True
b. False
In most cases, decision makers will fund research on all possible decision problems.
a. True
b. False
Which of the following is TRUE about hypothesis testing?
a. The typical goal is to reject the alternative hypothesis in favor of the null hypothesis.
b. A hypothesis may be rejected but can never be accepted completely.
c. Marketing research studies attempt to prove results.
d. The null hypothesis is assumed to be false for the purpose of the test. e. All of the
above are true about hypothesis testing.
A researcher wants to be able to assess the amount of ‘sampling error” associated with
an estimate. Which of the following sampling methods would you recommend she use?
a. Convenience
b. Quota
c. Nonprobability
d. Probability
e. Judgment
Using probability sampling, Sam collected data on the number of dogs owned in each
household in the Houston area. He analyzed his data and determined that 1.3 dogs are
owned in each household. He might conclude from this information that there is a
probability that at least one dog is owned by every household in Texas. Sam used to
draw this conclusion.
a. statistical inference
b. intuition
c. crystal ball inference
d. intention processing
e. perceptual mapping
Which of the following statements about open-ended questions is FALSE?
a. Precoding is not necessary.
b. Response categories are provided for respondents.
c. There are multiple legitimate responses.
d. When categorizing open-ended responses, it is often necessary to include an “other”
category.
e. All of the above statements about open-ended questions are true.
Which of the following is TRUE?
a. In general, the amount of detail contained in the research report should be inversely
proportional to the amount of direct control the user can exercise over the areas under
discussion.
b. A good rule of thumb in report writing is to include all those findings that might be of
interest to the reader.
c. One particularly helpful technique for securing conciseness in a research report is to
read the draft aloud.
d. The true summary is an abstract of the whole report in which everything is restated in
condensed form.
e. The writer must make a trade-off between completeness and conciseness.
A researcher wishes to test for differences in the means of two populations, A and B.
The correct statement of the statistical hypotheses is
a. H0: A> B; Ha: A< B.
b. H0: Ax B; Ha: A= μB.
c. H0: A< B; Ha: A> B.
d. H0: A< B; Ha: A> B.
e. H0: A= B; Ha: Ax B
After supervising an entire study, John went through every questionnaire to check for
completeness, legibility, comprehensibility, consistency, and uniformity. John was
conducting what is known as a editing.
a. True
b. False
In using percentages for reporting results it is reasonable to report percentages to two
decimal places.
a. True
b. False
Which of the following is TRUE when it comes to best practices for determining
wording of questions?
a. Use simple words
b. Use leading questions
c. Use unstated alternatives
d. Use assumed consequences
e. Use generalizations and estimates
The following statement best describes the sample used in which type of descriptive
design? “We will use a carefully selected sample, selection being based on household
size, income level, and television viewing patterns. We must also be concerned with the
stability of the sample elements, in order to ensure repeated availability for
measurement.”
a. Advertising evaluation design
b. Longitudinal design
c. Viewership pattern design
d. Latitudinal design
e. Cross-sectional design
The analysis that discovers interesting relationships between items purchased on a
single ticket (e.g. in the same shopping cart) of consumers is:
a. Data harmonization
b. Data mining
c. Data fusion
d. Neural networks
e. Visualization
All of the following are probability sampling plans EXCEPT
a. quota.
b. area.
c. cluster.
d. simple random.
e. systematic.