Which of the following is FALSE regarding popular standard test market cities?
a. They are demographically representative of the larger market in which the product
will be ultimately sold.
b. They should be geographically isolated from other cities.
c. They should be located centrally within the U.S.
d. They should be large enough that they have multiple media outlets of their own.
e. They should possess a sufficient number of the right kind of retail outlets.
The coefficient of determination represents the relative proportion of the total variation
in the outcome variable that can be accounted for by the predictor variable in the
regression.
a. True
b. False
A sampling frame
a. is a list of population elements from which the sample will be drawn. b. is the list of
population elements actually included in the sample.
c. usually provides biased statistics.
d. is a form of probability sampling.
e. is a form of nonprobability sampling.
The main advantage of the use of structured-disguised questionnaires in marketing
research is
a. measures of knowledge always reflect attitudes.
b. ease of administration.
c. they are easy to construct relative to structured-undisguised questionnaires.
d. they are highly reliable.
e. the data obtained is easy to analyze.
Optical scanning uses scanner technology to “read” responses on paper surveys and
then stores these responses in a data file.
a. True
b. False
Which of the following statements about the Pearson chi-square test of independence is
NOT true?
a. It assesses the degree to which variables in a cross-tabulation are independent of one
another.
b. The value can range from zero to some upper value limited by sample size and
distribution of cases across the cells.
c. It doesn’t measure the strength of association when variables are dependent.
d. It is only useful for univariate analysis.
e. All of the above are true.
Disguise creates a more artificial environment in which to collect data from individuals
a. True
b. False
Methods of questionnaire administration rank as follows in terms of time required to
collect the data (quickestto slowest):
a. Personal interviews, web-based surveys, telephone surveys, mail surveys.
b. Web-based surveys, telephone surveys, personal interviews, mail surveys.
c. Web-based surveys, mail surveys, telephone surveys, personal interviews.
d. Mail surveys, personal interviews, telephone surveys, web-based surveys.
e. None of the above, since all methods take about the same amount of time.
The attitude ratings scale with which we might use a snake diagram is a.
itemized-ratings scale.
b. semantic-differential scale.
c. graphic-ratings scale.
d. summated-ratings (Likert) scale.
e. comparative-ratings scale.
Similar to a “lie detector” machine, a(n)___________records the changes in the
electrical resistance of the skin associated
with sweating.
a. People meter
b. Galvanometer
c. Eye camera
d. Optical scanner
e.Audiometer