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The following items should be included in the sampling section of the body of the
report, except
a. the definition of the population.
b. what was done.
c. how the sample was chosen.
d. why the procedure chosen was used.
e. all of the above should be included in the body of the report; sampling section.
Many MIS systems have separate data banks for
a. sales data.
b. market data.
c. product data.
d. a, b and c.
e. MIS systems have only one data bank.
Which of the following is typically not used with the full profile approach of presenting
stimuli in conjoint analysis?
a. paragraph description
b. verbal description
c. prototype evaluation
d. pictorial representation
e. all of the above are typically used
The refusal problem is the main source of non'‘response bias for
a. an interview.
b. a completely randomized experimental design.
c. a mail survey.
d. a field study.
e. a panel.
Which of the following is NOT true of depth interviews as opposed to fixed'‘alternative
questions?
a. take longer to complete
b. will require more interviewers
c. will allow more respondents to be interviewed
d. b and c
e. all of the above are true
The primary way to control for the potential bias due to interviewers' attitudes,
opinions, perceptions, etc., is through
a. matching the backgrounds of the interviewer and interviewee.
b. training the interviewer.
c. recruiting interviewers with similar socioeconomic backgrounds.
d. conducting the survey using a rigid set of procedures that the interviewers must
follow.
e. requiring the interviewer to complete the questionnaire so that it can be determined if
there is a pattern between the interviewer's answers and the answers he or she secures
when administering the questionnaire.
Which of the following is (are) permissible measure(s) of central tendency with ordinal
scales?
a. arithmetic mean, median and the mode
b. geometric and harmonic means
c. median and mode
d. arithmetic mean and median
e. arithmetic mean
Which of the following items is associated with administrative control?
a. cost
b. speed
c. directing the inquiry to the designated respondent
d. all of the above
e. a and b above
Which of the following does NOT represent a type of descriptive study?
a. longitudinal study
b. field study
c. literature search
d. cross'‘sectional analysis
e. They are all examples of descriptive studies.
When developing a table to include in a report body, the following hints should be
followed:
a. try to address more than one problem in the table.
b. place figures in ascending order.
c. round percentages to the second decimal place.
d. none of the above.
e. all of the above.
Which of the following is FALSE?
a. BehaviorScan measures purchase behavior whereas mail panels typically measure
purchase intentions.
b. The Nielsen Television Index is of little use to advertisers. Only networks use it to
determine which shows should remain on the air.
c. The Simmons service allows clients to determine which media vehicles will most
effectively reach the target market.
d. BehaviorScan can minimize the problem of having comparable experimental and
control groups by controlling the advertisements seen in each household.
e. They are all true.
Which of the following is TRUE?
a. The administrative problems are typically greater in experimental research than in
descriptive research.
b. In descriptive research the investigator can establish the equality of the experimental
and treatment groups.
c. Descriptive studies are likely to cost more than well-designed experiments.
d. a and b.
e. a and c.
All of the following are criteria by which to judge the accuracy of secondary data
EXCEPT
a. the ability of the sponsoring organization to collect the data.
b. the source.
c. the general evidence regarding quality.
d. the purpose of publication.
e. all of the above are criteria that should be used to judge the accuracy of secondary
data.
Which of the following about questionnaire design is TRUE?
a. If the early steps in questionnaire design are carefully followed, the questionnaire
usually does not need to be revised.
b. When designing questionnaires, the researcher should expect to do a good deal of
iteration and looping among the steps.
c. As a general rule, larger questionnaires are favored over smaller ones, because they
are less crowded.
d. a and b.
e. a, b, and c.
Exploratory studies
a. usually involve probability sampling plans.
b. usually use structured questionnaires.
c. use a formal design.
d. are characterized by flexibility.
e. require a clear, precise statement of the research problem.
Which of the following is FALSE?
a. Respondents tend to answer questions even when they do not possess the necessary
information to give reasonable answers.
b. Some questionnaire studies fail because the respondent is willing but is unable to
provide the information needed.
c. A respondent may be more willing to provide information to a researcher if he or she
is capable of articulating answers to the researcher's questions.
d. Any response given by the respondent is good.
e. Offering an incentive often affects the respondent's willingness to participate.
Comparative rating scales
a. differ from graphic and itemized scales in that judgments are made independently
with comparative scales.
b. allow for the evaluation of favorability of individual objects.
c. are typically better than graphic or itemized rating scales in eliminating halo effects.
d. a and b.
e. a, b, and c.
The finite population factor N-n/n-1 is used
a. when the sample elements are dependent.
b. when the sample elements are independent.
c. when sample size represents less than 10 percent of the population.
d. always.
e. never.
If a variable does not have a significant loading on any factor,
a. factor analysis is not appropriate for this set of data.
b. the analyst may decide to eliminate the variable if it is not important to the study's
object.
c. the variable should be eliminated if its achieved communality is low.
d. all of the above are correct.
e. b and c above are correct.
To determine the number of relevant clusters to retain when examining the plot of the
number of clusters versus the fusion coefficient, the analyst should look for
a. significant savings in the fusion coefficient.
b. points where the curve approaches the y axis.
c. points where the curve flattens out.
d. points where the line begins to approach the x axis.
e. both a and c.
The experience survey is a procedure most appropriate for
a. exploratory studies.
b. descriptive studies.
c. laboratory experimentation.
d. field experimentation.
e. computer simulation.
Which of the following statements is true:
a.Correspondence analysis (CA) tracks the flow of correspondence, and these days is
mostly used to analyze patterns of email.
b.CA is used to track the correspondence between consumers' attitudes and their
behaviors.
c.CA is a mapping technique.
d.CA maps consumer preferences to market segments.
e.None of these statements are true.
Which of the following is false?
a. The most important question that needs to be answered in preparing to run the maze
of statistical methods is to decide whether the problem is of a univariate or multivariate
nature.
b. A statistical problem is univariate if there are several measurements on each of the
observations but each variable is to be analyzed in isolation.
c. Assuming the problem implies univariate analysis, a most important question the
analyst need ask is what level of measurement underlies the data.
d. The parametric statistical procedures are most appropriate if the data are ratio or
interval scaled.
e. Nominal data are most appropriately analyzed using arametric statistical procedures.
The one'‘way tabulation does NOT serve as a basic input for which of the following?
a. histogram
b. frequency polygon
c. empirical cumulative distribution function
d. calculating summary statistics
e. it serves as input for all the above
