Sales and cost data compiled in the normal accounting cycle represent a promising
source of external secondary data.
a. True
b. False
Which of the following statements is FALSE with regard to ratio scales?
a. A ratio scale exhibits the property of identity.
b. With a ratio scale, the comparison of the absolute magnitude of the numbers is
legitimate.
c. A ratio scale possesses a natural zero point.
d. The geometric mean is a meaningful measure of average with a ratio scale.
e. A ratio scale allows the comparison of absolute magnitudes but not the differences in
magnitudes.
The three key decisions to make when collecting data by communication include which
of the following?
a. The degree of structure to use.
b. Whether to disguise the questionnaire.
c. Which method of questionnaire administration to use.
d. All of the above.
e. Both a and c.
Which of the following is NOT a step in coding open-ended responses?
a. Identify separate responses given by each individual.
b. Specify categories into which the responses can be placed.
c. Place each response into as many categories as possible.
d. Assess the degree of agreement between multiple coders.
e. All of the above are steps in the process of coding open-ended responses.
Which of the following is TRUE concerning sampling errors?
a. Sampling errors can be reduced by improving data collection methods.
b. The degree of sampling error can be estimated.
c. Sampling errors have been consistently shown to be the major contributor to total
survey error.
d. Sampling errors are frequently the most important errors that arise in research.
e. It is difficult to estimate the size and effects of sampling errors.
Even if all data integration issues are addressed, the problem that remains for most
companies when it comes to integrated data is:
a. Finding ways to store it all
b. Backing up the data properly
c. Controlling access to the data
d. Finding the hidden insights within the data
e. Auditing the data regularly
The time required for an adequate market test is often minimal.
a. True
b. False
When using external secondary data from published sources, the fundamental problem
is identifying and accessing what is there. The first step in this process should be:
a. Compiling the literature you have found
b. Begin the search process
c. Develop a list of key terms and authors
d. Identify what you want to know and what you already know about your topic
e. Enlist the assistance of a reference librarian
A primary disadvantage of disguised research is that:
a. There is a large potential for bias.
b. The structured approach cannot be used.
c. It will be hard to undisguise the data.
d. People will change their behavior.
e. Background data is difficult or impossible to collect.
Refer to Scenario 18.1. Given that the critical value that the test statistic is to be
compared with is equal to 1.645 at a
90% significance level, which of the following statements are true?
a. The researcher should reject the null hypothesis at the 90% significance level.
b. The researcher might be able to reject the null hypothesis at the 95% level of
significance.
c. The researcher cannot reject the null hypothesis at this significance level.
d. The researcher has provided evidence that people in urban areas use bank debit cards
more than people in rural areas.
e. More information is needed before a decision about the null hypothesis can be made.
The major problem with using the mall intercept method to conduct personal interviews
concerns
a. the ability to direct the inquiry to a randomly determined respondent.
b. securing the cooperation of mall merchants.
c. securing the cooperation of the respondent.
d. the noisy, distracting environment in which the interview is conducted.
e. the high cost of the method.
The best type of question to use to uncover motivations and rich descriptions of feelings
and attitudes is
a. leading.
b. closed-ended.
c. fixed-alternative.
d. open-ended.
e. projective.
Office errors tend to occur during which stages of a project?
a. Data collection
b. Editing
c. Coding
d. All of the above.
e. Both b and c.
Step six in the process of defining the problem is the preparation of a written research
request agreement. Which of the following is NOT one of the components of this
agreement?
a. SWOT analysis
b. Logistics
c. Decision problem
d. Research problem(s)
e. Background