The components of a data system in a typical DSS system include all EXCEPT
a. processes used to retrieve data from internal sources.
b. methods of receiving data from external sources.
c. languages that allow managers to produce reports from the data.
d. modules containing customer and competitive information.
e. modules containing industry trend information.
In a two-way contingency table with four rows and four columns, the appropriate
degrees of freedom for the chi-square test statistic is
a. 3,3.
b. 15.
c. 3,12.
d. 9.
e. to determine the appropriate degrees of freedom one must know n, the number of
subjects in the experiment.
Which of the following is (are) secondary source(s) of secondary data
a. A table showing “Prestige Ratings of Occupations in the United States” published in a
textbook but extracted from a research monograph.
b. Estimated brand shares for a number of leading electrical firms as published in
Fortune and which was the result of research sponsored by that magazine.
c. The Census of Population.
d. The Census of Housing which is taken in conjunction with the Census of
Population.
e. All of the above.
Typical examples of control problems associated with test marketing are
a. lack of cooperation of retailers.
b. over’‘attention to in’‘store conditions, such as always’‘stocked shelves.
c. attempts by competitors to sabotage test market results.
d. a and c.
e. a, b, and c.
A retail hardware chain is considering a self’‘service system for its 326 stores. Ten
stores have been selected for a trial period of three months. Ten other stores, matching
the experimental stores as closely as possible, have been selected as a control group in
which the traditional clerk system will operate. Dollar sales for each of the twenty
stores will be recorded weekly for the three’‘month period. Prior to the study, weekly
sales will be recorded for a month, as a “before” measure. The difference in sales
between the experimental and control groups is expected to help management in its
decision.
The experimental variable in this study is
a. the stores.
b. the trial period.
c. sales.
d. self’‘service.
e. none of the above.
Each of the following is part of a typical research proposal EXCEPT
a. statement of the marketing problem.
b. purposes and limits of the project.
c. cost estimates.
d. hypothesized results.
e. data sources and research methodology.
Distribution if Ho is true
in the above diagram which area depicts the probability of making a Type II error?
a. BC
b. BA
c. A
d. B
e. BD
A researcher is interested in studying the effect of geographic location of grocery stores
on the prices they charge for various food items. A typical “market basket” is selected
and the researcher obtains data on the total basket price from 15 randomly selected
stores as shown below. Note that 5 of the stores were inner city stores, 5 suburban
stores and 5 campus stores.
Campus Inner City Suburban
xC= 59 xI=51 xS=52
x = 54
The degrees of freedom associated with the total sum’‘of’‘squares in the above problem
is
a. 2.
b. 3.
c. 12.
d. 14.
e. 15.
Select the question that can be answered through experimentation.
a. Do adults in the western United States consume more 100% fruit drinks than those in
the Northeast?
b. Will one brand name produce higher level’‘of’‘satisfaction reports than another brand
name?
c. Do consumers purchase more chicken per capita on a retail weight basis now than
they did two years ago?
d. Does the average two’‘person household purchase more than $65.00 worth of
groceries a week?
e. a and c.
An experience survey
a. tries to get an accurate picture of current practice.
b. should contact all people who possess some knowledge of the general subject.
c. should use a probability sample.
d. should use a selected sample of people who might be familiar with the industry or
problem.
e. should sample selectively from the same homogeneous group.
Suppose the least squares solution to a regression analysis produced the following:
Y2 = 20 ‘‘ 39X
s2
Y/X = 360 s2
Y = 3600 r = .90
Which of the following statements is FALSE?
a. For every unit change in X there is a corresponding negative change in the average
value of Y of 39 units.
b. 90 percent of the variation in Y is associated with variation in X.
c. The estimated average variance of the deviations of the errors about the regression
line equals 360.
d. The average value of Y given x = 10 is ‘‘370.
e. They are all true.
The chi’‘square contingency table is ideally suited for
a. determining whether two random samples come from populations with the same
median.
b. analyzing observations on the same individual in a pretest’‘posttest experiment.
c. an analysis that involves two related samples.
d. determining whether a given set of observations has indeed been drawn at random
from a single population.
e. investigating the independence of variables in cross classifications.
Which is not true of exploratory research (circle one):
a) it is best followed up with descriptive and/or causal research
b) it may be comprised of focus groups or interviews
c) it may be comprised of open-ended questions on surveys
d) it can be used to shape the design of surveys
e) it is often sufficient for a manager’s marketplace decisions
Which of the following statements are NOT true of mall intercepts?
a. Due to the biased nature of the sampling frame, mall intercepts have become less
popular with marketers in recent years.
b. One problem with a mall intercept approach is that not everyone shops at malls.
c. One problem with a mall intercept approach is that the frequency with which a
person shops at a mall affects his or her likelihood of being asked to participate in the
study.
d. a and c only
e. All of the above are true of mall intercepts.
The National Panel Diary is
a. concerned with size and nature of the television commercial audience.
b. an advertisement readership service.
c. a well’‘known diary panel concerned with the consumption of various goods and
services.
d. an annual service provided to consumers reporting on the average family’s
consumption behavior.
e. a product testing service for consumers.
If a respondent hesitates but then responds when taking a word association test, it is
taken to indicate
a. that the word is unfamiliar.
b. that the respondent’s involvement with the word blocks the response.
c. that the respondent is emotionally involved in the word so that he searches for an
acceptable response.
d. that the theory of impaired cognitive emotions is operating.
e. There is no meaning attached to such hesitation.