Dummy tables
a. are a statement of how the analysis will be structured.
b. provide guidance on which questions to ask.
c. should be developed after the data are collected.
d. are complete tables except for filling in the actual numbers.
e. a, b, and c.
Snowball samples are an example of
a. convenience sampling.
b. judgement sampling.
c. quota sampling.
d. simple random sampling.
e. stratified sampling.
Item analysis is
a. based on the proposition that there is consistency in the response patterns of the
subjects when the items are ambiguous.
b. a procedure for increasing the reliability and validity of a test by increasing the
number of items.
c. a procedure of determining the degree of favorableness and unfavorableness of items.
d. a procedure to determine whether the total test discriminates in the same way the
individual items discriminate.
e. a procedure whereby each test item is evaluated to determine whether that item
effectively discriminates among subjects and therefore should be included in the final
version of the instrument.
Value Frequency
1 12
2 15
3 8
4 7
Approximately what is the standard deviation of the distribution for this variable?
a. 1.06
b. 1.11
c. 6.76
d. 3.70
e. none of the above
Which of the following factors should NOT affect the design of a marketing research
project?
a. the decision maker’s environment
b. the corporate culture
c. the consequences of alternative actions
d. the objectives of the decision maker
e. all of the above should affect the design of the research
The major kind of evidence regarding causality that can be supplied through a
descriptive research design is
a. elimination of other possible causal factors.
b. time order of occurrence of variables.
c. concomitant variation.
d. a and c.
e. none of the above.
The NUMBER of tabulations is a direct function of the
a. number of cross tabulations.
b. number of categories.
c. number of variables.
d. number of respondents in the sample.
e. a and c.
In which of the following situations is the calculation of the z’‘statistic NOT appropriate
for making inferences about a single mean?
a. The variable of interest is normally distributed in the population, σ is known, and n
(number of observations) is large.
b. The variable of interest is normally distributed in the population, σ is known, and n
is small.
c. The variable of interest is normally distributed in the population, σ is unknown, and
n is small.
d. The variable of interest is not normally distributed in the population, σ is known, and
n is large.
e. Calculation of the z’‘statistic is appropriate in each of these situations.
Questions that place the respondent “on the spot” or which might offend him, but which
are vital to the research effort, should be
a. hidden among a group of other questions.
b. avoided.
c. phrased in “terms of other people”.
d. all of the above.
e. a and c.
The Stapel scale is:
a. a modification of the semantic differential which uses bi’‘polar pairs, has numbered
points on the scale and uses 8 scale positions
b. a modification of the semantic differential which frees the researcher from the need
for item analysis
c. a modification of the semantic differential which is uni’‘polar, has 7 scale positions
and points are numbered on the scale
d. an eight’‘point rating scale
e. uni’‘polar, has 10 scale positions and points on the scale are numbered
Which of the following is used to assess the emotional intensity in a subject’s responses
by measuring how loud the answer is?
a. galvanometer
b. tachistoscope
c. voice pitch analysis
d. response latency
e. none of the above
Which of the following is TRUE?
a. Marketing research is a science.
b. The first step in choosing a research supplier is to ask for references.
c. Marketing research should be carried out whenever there is the potential for learning
something new about the problem.
d. If decision makers do not know what they want to achieve, a research study can help
them make the decision.
e. The researcher’s written statement describing his or her understanding of the decision
problem is called the research request statement.
the population mean (µ) is hypothesized to be 200
the sample mean (x) is 220
the sample size (n) is 25
the unbiased sample standard (s) is 15
The two’‘tailed tabled value for the t’‘statistic with 24 degrees of freedom and alpha =
05 is 2.064. The 95 percent confidence interval is
a. 204.6 < µ < 230.7.
b. 213.8 < µ < 226.2.
c. 442.1 < µ < 448.6.
d. 511.2 < µ < 514.9.
e. none of the above.
The t’‘test is INAPPROPRIATE for investigating the difference in two sample means
when
a. the variance in the two populations can be assumed equal.
b. the characteristic of interest is normally distributed in each population.
c. a pooled estimator for the overall variance is warranted.
d. the data is ordinal or nominally scaled.
e. the samples are independent.
Which of the following is TRUE?
a. It is necessary to present all possible combinations of attribute levels to respondents
in a conjoint analysis.
b. The attempt in a conjoint analysis solution is to assign values to the levels of each of
the attributes so that the resulting values or utilities are as monotonic as possible with
the input rank order judgments.
c. In a typical conjoint analysis, the utilities assigned to each attribute are combined by
multiplying them to determine the total utility for each alternative.
d. a and b.
e. a, b, and c.
Which of the following is NOT a basic assumption of analysis of variance with a
completely randomized design?
a. The treatment group means are equal.
b. The variance is the same for each treatment group.
c. The variable is normally distributed.
d. Samples are independent.
e. All of the above are basic assumptions of the analysis of variance.
Which of the following is TRUE?
a. When preparing data for computer analysis, it is advisable to use alphabetic
characters to code the data rather than numbers since alphabetic characters allow 26
codes per column while numbers only allow 10; thus, one can minimize the number of
records per observation with alphabetic characters.
b. When preparing data for computer analysis, it is advisable to use as few records per
observation as possible and thus the use of multiple characters per column is strongly
recommended.
c. When a questionnaire requires more than 80 columns of codes, researchers should
allow for a record sequence number along with a respondent identification number on
each record.
d. A researcher is coding a variable that has nine possible answers. The researcher needs
to provide two columns in the record when developing the codebook.
e. All of the above are false.
Which of the following is FALSE about charts in the research report?
a. The pie chart is particularly effective in depicting relative size or emphasis in
dynamic comparisons.
b. The line chart is a two-dimensional chart which is particularly useful in depicting
dynamic relationships such as time-series fluctuations of one or more series.
c. The stratum chart is in some ways a dynamic pie chart in that it can be used to show
relative emphasis by sector an dhow the relative emphasis is changing with time.
d. The stratum chart is essentially a set of line charts whose quantities are aggregated or
a total that is disaggregated.
e. A pictogram is a variation of a bar chart.