What type of scale is the following?
Indicate you overall opinion about Dell computers
by circling one of the following categories:
a. Stapel scale
b. Likert scale
c. Temperature scale
d. Graphic-rating scale
e. Itemized rating scale
If an organization selects two towns for a market study (one for the test and the other as
a control) and measures the amount of trash in pounds per household, it must first
determine the equality of the two towns using a test of
a. a single proportion.
b. a single mean.
c. two means.
d. two proportions.
e. None of the above.
Interviewers are told to select a fixed number of men and a fixed number of women
from certain city blocks, although the choice of which men and which women is left up
to them. This is a
a. simple random sample.
b. quota sample.
c. stratified sample.
d. cluster sample.
e. probability sample.
When a problem goes beyond the scope of regularly-collected internal data, potential
sources of existing, external data include which of the following?
a. The government
b. Trade associations
c. Published sources
d. Commercial sources
e. All of the above
Discuss the two basic means of obtaining primary data.
The use of high structure greatly simplifies data coding and analysis. a. True
b. False
The method of ethical reasoning in which a proposed action is right or wrong, in and of
itself, with less concern about the consequences of the action is called the approach.
a. Justice
b. Pragmatic
c. Utility
d. Rights
e. None of the above
The question in a restaurant survey, “What is your evaluation of the speed and courtesy
of your waitperson?” is an example of a(n)
a. unambiguous question.
b. branching question.
c. double-barreled question.
d. generalization.
e. redundant question.
General Mills has placed a new cake mix flavor in stores in Midland, TX. They are
promoting the flavor with a coupon offer in the local newspaper. They would like to see
how the flavor sells in Midland before putting it in stores across the US. This type of
research is called
a. descriptive.
b. exploratory.
c. a test market.
d. a sample survey.
e. Both C and D.
While exploratory studies are rigid in nature, descriptive studies are considered flexible.
a. True
b. False
Which of the assumptions listed below are necessary in order for the coefficients in a
partial regression equation to be interpreted as the average change in the criterion
variable associated with a unit change in the appropriate predictor variable holding
other predictor variables constant?
a. The predictor variables must be correlated.
b. The variance among predictor variables must be equal.
c. The criterion variable must be normally distributed.
d. The predictor variables must be uncorrelated.
e. None of the above are necessary assumptions.
All of the following terms are associated with the dialog system EXCEPT:
a. Modeling system
b. Data mining
c. Parallel processing
d. Language system
e. All of the terms above are associated with the dialog system
Let’s assume there are sophomores, juniors, and seniors in your marketing research
class and we want to know if their average GPAs differ. What is the proper statistical
test?
a. t-test
b. z-test
c. Chi-square test
d. Analysis of variance (ANOVA)
e. None of the above.
If a researcher is interested in investigating whether or not consumers like a new
packaging method for a particular product, the researcher should focus on measuring
a. Motivation.
b. Intention.
c. Behavioral goals.
d. Attitude.
e. Personality.
A chart that uses symbols instead of a bar to indicate length is a variation of a bar chart
called a
a. hi-lo chart.
b. line chart.
c. stratum chart.
d. pie chart.
e. pictogram.
In general, populations that are larger in number are easier to locate.
a. True
b. False
Which of the following is FALSE?
a. Definitions of unfamiliar terms should be included in the introduction.
b. The introduction should not state the specific objectives of the research.
c. The report reader should be made familiar with the relationship between the research
project and other related work.
d. The body of the report is one of the hardest sections to write in that it is important
that the reader be told what was done, and why it was done, without the use of technical
jargon.
e. All of the above are true.
A data-entry operator was having a bad day while inputting data from your research
project. He occasionally entered “9” when meaning to enter “3”. This is an example of
a(n)
a. excusable error.
b. blunder.
c. codebook error.
d. outlier.
e. nonresponse error.
One of the most important characteristics of exploratory research is flexibility.
a. True
b. False