Kruskal’s stress
a. is an index of variation.
b. is a measure of central tendency.
c. is a lack of fit index.
d. is an index of reproducibility.
e. is an index of dispersion.
The scale value zero when measuring marketing variables typically represents
a. the ordinal nature of the variable.
b. an absolute lack of an attribute.
c. the logical existence of a natural zero point.
d. a point of absolute zero magnitude.
e. a point of indifference to which the value zero is arbitrarily attached.
Which of the following regarding the attribute’‘based versus the nonattribute based
approaches to the development of perceptual maps is FALSE?
a. The attribute’‘based approaches rely on characteristic’‘by’‘characteristic assessments
of the various objects.
b. The nonattribute methods ask respondents to judge directly how similar the various
alternatives are using whatever criteria they desire.
c. The attribute’‘based approaches make naming the dimensions easier.
d. Computer programs for the attribute’‘brand approaches are more readily available
and less expensive to run.
e. Computer programs for the attribute-based approaches are more expensive to run.
Which of the following is FALSE?
a. Observational data may be gathered using structured or unstructured methods.
b. Structured observation is used when the problem at hand has been formulated
precisely enough to enable the researcher to define specifically the observations to be
made.
c. Structured and unstructured observations are similar in that there must be an a priori
specification of the behaviors that will be observed.
d. a and c.
e. a, b, and c.
A manufacturer is interested in selecting one of three companies to deliver (by truck) its
product to its distributors and wholesalers in a certain area. Each of the companies has
different operating procedures and uses different routes. Assuming that certain
minimum standards for delivery time are achieved, the manufacturer wants to select the
company with the lowest unit shipping cost.
In addition, the manufacturer believes that the type of packaging used for the product
may have an impact on shipping cost and is considering two types of packaging. It is
unknown whether or not any of the three companies under consideration is better
equipped to handle either type of packaging.
After using each of the companies for five deliveries of the product with each of the
types of packaging (thus, each company made a total of 10 deliveries, with all
deliveries under similar circumstances), the shipping costs per unit were calculated and
are shown below:
Company
Package C1 C2 C3 Total
Mean
________________________________________________________________
$1.75 $1.25 $1.80
1.65 1.15 1.70
P1 1.90 1.35 1.95 24.30
1.62
2.00 1.15 1.75
1.70 1.15 2.05
________________________________________________________________
2.00 1.35 1.95
1.90 1.55 2.05
P2 2.15 1.35 2.30 27.80
1.85
2.25 1.35 2.00
1.95 1.45 2.20
________________________________________________________________
Total 19.25 13.10 19.75 52.10 1.74
Mean 1.93 1.31 1.98
Cell P1C1 P1C2 P1C3 P2C1 P2C2
P2C3
Total 9.00 6.05 9.25 10.25 7.05
10.50
Mean 1.80 1.21 1.85 2.05 1.41 2.10
If the mean square for error is 0.168, compute the F ratio necessary to determine
whether a difference exists between the three companies with regard to unit shipping
costs. (Note: take advantage of any previous calculations useful for this question.) The
F ratio is
a. 8.292.
b. 2.369.
c. 0.000.
d. 199.000.
e. none of the above.
Which of the following characteristics does NOT affect the content of the research
report?
a. The reader’s technical sophistication.
b. The reader’s interest.
c. The circumstances surrounding the research.
d. The intended use of the report.
e. They all affect the content.
Which of the following is TRUE?
a. The psychogalvanometer is used to measure pupil dilation whereas the eye camera is
used to record movements of the eye.
b. Response latency is the amount of time a respondent deliberates before answering a
question.
c. Response latency when used to measure brand preference rests on the premise that
the degree of latency is directly proportional to the strength of the preference.
d. Voice pitch analysis attempts to assess the loudness with which people answer
specific questions.
e. They are all false.
True longitudinal analysis
a. is concerned with the determination of cause’‘and’‘effect relationships.
b. can be performed on any panel.
c. involves a one’‘time cross’‘sectional sample of elements from the population of
interest.
d. is simply a fact’‘gathering study.
e. can only be performed using panels that rely on repeated measurements of the same
variables.
Which of the following is FALSE?
a. A company’s philosophy of how marketing research fits into its marketing plan
determines its program strategy for marketing research.
b. The design of individual studies themselves addresses the firm’s project strategy for
marketing research.
c. Project strategy addresses the question of what types of studies the firm should
conduct and for what purposes.
d. Project strategy would address an issue like whether personal or telephone interviews
should be used to measure customer attitudes.
e. They are all true.
In an electronic test market
a. the providers of the service have a great deal of demographic data on their recruits.
b. the test market service monitors each household’s television viewing behavior.
c. each household has an identification card for supermarket purchases.
d. Both b and c are correct.
e. Any of the above are correct.
If there is no way of certifying that groups of test units were equivalent at some prior
time, this is said to be evidence of
a. statistical regression.
b. concomitant variation.
c. selection bias.
d. the interactive testing effect.
e. instrument variation.
The coefficient of partial determination r2
Y2.1 = .86
a. suggests that 86 percent of the variation in Y is associated with variation in X2.
b. suggests that 86 percent of the variation in Y is explained by or is associated with
variation in X1 and X2.
c. suggests that 86 percent of the variation in Y not associated with X2 is incrementally
associated with X1.
d. suggests that 86 percent of the variation in Y not associated with X1 is incrementally
associated with X2.
e. suggests that 86 percent of the variation in Y is associated with variation in X1.
If a researcher wishes to increase her confidence level from, for example, 95% to 99%
what approximately will be the effect on sample size?
a. The sample size will decrease in proportion to the increase in the confidence level.
b. The ratio of the new sample size to the old is 3/2.
c. The ratio of the new sample size to the old is 2/3.
d. The ratio of the new sample size to the old is 9/4.
e. The ratio of the new sample size to the old is 4/9.
A clothing manufacturer traditionally makes sweatshirts from three different fabrics, A,
B and C. Over the years the percentages sold of each fabric are 50, 35, and 15,
respectively. Recently, the manufacturer began producing running suits from the same
three fabrics. During the first three months of production, the company received orders
for 6,500 suits made from fabric A, 3,400 from fabric B, and 2,700 from fabric C.
What is the value of the test statistic useful for determining how well the pattern of
sales (by fabric type) of the new running suit correspond to the expected pattern?
a. 136.21
b. 584.81
c. 0.973
d. 422.13
e. none of the above
The process of editing involves
a. categorizing the data.
b. simply counting the number of cases that fall into the various categories.
c. inspecting and correcting each questionnaire or observation form.
d. developing dummy tables that suggest how each item of information will be used
before data is collected.
e. transforming the raw data into symbols.
A manufacturer of lawnmowers wanted to know the most important product attributes
to consumers. The company’s research team developed a comprehensive list of
lawnmower attributes. Respondents were asked to rate each attribute as either essential
(3), nice to have but not essential (2), or unnecessary (1).Using data collected with this
scale, which of the statements listed is legitimate?
a. 60% of all respondents rated an electric starter as essential.
b. The mean rating for having an electric starter was significantly higher than the rating
given for having a catcher at =0.05.
c. For respondents over 50, an electric starter was the most important feature on a
lawnmower.
d. None of the statements are legitimate given the scale.
e. All of the statements would be legitimate.