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Consider the following advertising claims:
Claim 1: "Ultrasoft chairs last 50% longer than our competitor's best chairs."
Claim 2: "A random sample of homemakers found Ultrasoft chairs 65% more
comfortable than our leading competitor's chairs."
Which of the following statements is true with regard to Claim 2?
a. Claim 2 can be made legitimately.
b. Claim 2 cannot be made legitimately because of the nominal nature of the rating
scale that likely was employed.
c. Claim 2 cannot be made legitimately because the sample provided nonindependent
judgments of the two chairs.
d. Both b and c are true with regard to Claim 2.
e. None of the above are true with regard to Claim 2.
Which of the following emphasizes the division of the sample into subgroups so as to
learn how the dependent variable varies from subgroup to subgroup?
a. longitudinal analysis
b. coding
c. cross'‘sectional analysis
d. cross tabulation
e. one'‘way tabulation
A researcher should specify the relationships to be investigated and the appropriate
cross tabulations
a. when modifying the variables.
b. before data collection.
c. after data collection.
d. during data collection.
e. after scanning some initial questionnaires.
When only a few items are left unanswered, replies can be made useful by all of the
following techniques, EXCEPT
a. inferring the response from other answers on the form.
b. using the average response for the item of interest.
c. combining the "don't know" and "no response" categories.
d. using regression analysis to estimate the response.
e. All of the above are appropriate techniques.
e Which of the following has NOT been shown to be effective in decreasing the number
of refusals?
a. the use of incentives
b. selling the respondent on the value of the research
c. use of experienced interviewers
d. guarantees of anonymity
e. they have all been shown to be effective
In cluster sampling, statistical efficiency
a. is often traded off for increased economic efficiency.
b. is apparent if one samples 50 population elements instead of 20.
c. is the same as the overall efficiency of a sampling plan.
d. can be offset by observational efficiency.
e. b and d.
Which of the following is NOT an assumption of the randomized block design?
a. X is normally distributed in each of the populations.
b. The variance of the variable in each population is the same.
c. The block and treatment effects are additive.
d. A random sample of size one is drawn from each of the kr (k treatments times r
blocks) populations.
e. The means of the populations are not equal.
Nonsampling errors
a. decrease with increases in sample size.
b. can be estimated if probability sampling is used.
c. distort the reliability of sample estimates.
d. can be decreased by the use of sophisticated samples.
e. are not very important.
Consider the factors:
1] the standard error of the estimate
2] the desired precision of the estimate
3] the desired degree of confidence
4] the size of the population
Which of these factors does one need to consider when estimating sample size?
a. 1,2
b. 2,3
c. 1,2,3
d. 2,3,4
e. 1,2,3,4
Which of the following regarding probability samples is FALSE?
a. Evaluation of the precision of a sample result is important to most researchers and
therefore they seek to use probability samples whenever possible.
b. In general, probability sampling requires personnel who are more skilled and
experienced than nonprobability sampling.
c. A probability sample will usually cost substantially more than a nonprobability
sample of the same size on a per observation basis.
d. One real advantage that probability samples have over nonprobability samples is
their greater economic efficiency.
e. Nonprobability samples can be more accurate than probability samples.
The distinguishing feature of cluster samples in comparison to other probability
sampling plans is that
a. cluster samples provide each population element with an equal chance of being
included in the sample.
b. cluster samples provide each population element with a known chance of being
included in the sample.
c. cluster samples involve the partitioning of the parent population into mutually
exclusive and exhaustive subsets.
d. cluster samples involve the partitioning of the parent population into mutually
exclusive and exhaustive subsets and the probabilistic selection of elements from each
subset.
e. none of the above.
A good summary will contain
a. headings and subheadings.
b. background information.
c. conclusions.
d. a and c.
e. b and c.
Which of the following is NOT an example of a nonsampling error?
a. using a telephone directory as a sampling frame
b. choosing a quota sample by strictly adhering to the respondent solution instructions
c. using a city map purchased in a gas station as the sampling frame
d. using state car title records as a sampling frame
e. All of the above are examples of non'‘sampling errors.
Consider the following design and assume no interactive testing effect is present:
(R) 01 X 02
(R) 03 04
The difference represented by (02 '‘ 01) '‘ (04 '‘ 03) estimates the EFFECT of
a. history.
b. maturation.
c. history, maturation and all other relevant sources jeopardizing internal validity.
d. experimental variable.
e. statistical regression.
Which of the following is NOT TRUE for simple random sampling?
a. Each element has a known chance of being selected.
b. Each element has a non-zero chance of being selected.
c. Each element has an equal chance of being selected.
d. Each combination of n population elements has an equal chance of being selected.
e. All of the above are true statements.
Which of the following is FALSE?
a. Structured-undisguised questioning produces more reliable results, although this
greater reliability may be obtained at the loss of some validity.
b. When replies are limited to fixed answers as in structured-undisguised
questionnaires, there is the minimum possibility for the respondent to misunderstand
the meaning intended by the interviewer and visa versa.
c. The responses as well as the questions are standardized in a structured-undisguised
questionnaire.
d. One shortcoming of the structured-undisguised question is that it often does not
allow an expression of strength and feeling.
e. In structured questions the frame of reference is often obvious from the alternatives.
A researcher investigating the consumption of sugar takes a random sample from the
population and computes the mean sugar consumption. He repeats the procedure a
number of times using the exact same procedure, and finds the means obtained vary
from sample to sample. This is an example of
a. systematic error.
b. sampling error.
c. nonsampling error.
d. noncoverage error.
e. response error.
An advertiser has developed a television advertisement designed to create a "feeling of
warmth" on the part of viewers since she believes that this will lead to positive attitudes
toward the product, and ultimately to increased sales. In order to determine if the ad
does produce the desired feelings in viewers, she has devised a three'‘item scale to
measure the warmth construct. After viewing the commercial (independently), Joe had
a score of 15 on the warmth scale and Perry had a score of 9.Which of the following
statements is FALSE?
a. The scale used is likely to be at least as reliable as a ten'‘item scale since a ten'‘item
scale is more likely to inadvertently tap into constructs other than warmth.
b. If Joe and Perry had viewed the commercial and listened to instruction together at the
same time, and then had completed the scales, at least one source of variation might
have been greatly reduced.
c. It is possible that Perry's lower score might have resulted from accidentally checking
the wrong response.
d. Some relatively stable characteristic of an individual, such as Perry's unwillingness to
share the actual intensity of his feelings, might have contributed to the difference in the
two scores.
e. Joe did not necessarily have "warmer" feelings toward the ad than Perry.
A key feature of the static'‘group comparison is that
a. the groups have not been created by randomization.
b. the effectiveness can be measured by the equation, d=02 '‘ 01.
c. extraneous error is eliminated.
d. its data is more valid than data from any other quasi'‘experimental design.
e. its results can be generalized to the larger population.
The basic objective in conjoint analysis is to
a. determine the value systems people are using in making choices from combinations
of attributes.
b. determine the perceived similarity of various objects.
c. determine the perceived similarity of various attributes.
d. measure the person's preference for specific objects.
e. none of the above.
The sample proportion is theoretically distributed but when the sample size is large
enough may be used and the may be appropriate.
a. normally; the binomial approximation; runs test
b. binomially; the normal approximation; chi'‘square
c. normally; the binomial approximation; t'‘test
d. cumulatively; the normal approximation; z'‘test
e. binomially; the normal approximation; z'‘test
The descriptive study
a. usually takes the form of an experiment.
b. has its major emphasis on the discovery of insights and ideas.
c. is concerned with determining the frequency with which something occurs.
d. is concerned with the determination of a cause'‘and'‘effect relationship.
e. has as its main objective the establishment of priorities for future research.
Standard test markets are valuable under all of the following conditions EXCEPT
a. when it is important for the firm to test its ability to secure support from the trade and
get distribution.
b. when the firm desires control over the whom of measurement.
c. when the capital investment is significant and the firm needs a prolonged test market
to assess its technical ability to produce the product.
d. when the firm needs to build an experience base, but only on a limited scale.
e. when the test requires a more natural environment.
Marketing research
a. is simply asking consumers for their likes, dislikes, needs, and wants in a one-on-one
situation.
b. spans the informational boundary between the firm and its environment.
c. can only be employed to assess the impact of past or contemplated adjustments in the
marketing mix.
d. is most generally used for marketing control purposes.
e. is b and d.
When developing a scale using the method of equal'‘appearing intervals, the analyst
should
a. generate a series of statements and classify the statements a priori as favorable or
unfavorable.
b. select a small number of important attributes of the object.
c. generate a list of statements that reflect the attributes of the object and which span the
favorable'‘unfavorable continuum.
d. generate a large number of statements that represent an intermediate degree of
favorableness to the object.
e. select a small number of statements to be presented to the subjects on separate cards.
