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When no variable is singled out for special treatment as a criterion variable but rather
the researcher is interested in the relationship among all the variables considered at
once, the most appropriate technique is
a. factor analysis.
b. multiple regression analysis.
c. linear discriminant analysis.
d. multiple regression with dummy variables.
e. multiple discriminant analysis.
In regard to internal and external validity
a. you can't have one without the other.
b. procedures used to establish internal validity will also establish external validity.
c. they are matters of degree rather than all'‘or'‘nothing proportions.
e. internal validity is a much more important issue in marketing than external validity.
d. all of the above are true.
The feature that distinguishes MIS from a project approach to research is that
a. it can only be used by marketing managers.
b. information is collected on a regular basis.
c. it is used for a more limited set of problems.
d. the information is accurate.
e. the information is used in making marketing decisions.
Comparative rating scales differ from graphic and itemized scales in that
a. the categories are ordered.
b. judgments are made independently.
c. relative independent judgments are made.
d. relative judgments are involved.
e. the "halo effect" is a problem.
Which of the following is FALSE?
a. It is possible for response categories in a fixed alternative question to introduce bias.
b. The fixed alternative question is best used when factual information is required.
c. The main disadvantage of unstructured questions is the difficult and time-consuming
tabulation problems that they pose.
d. Unstructured-undisguised questioning is best suited for descriptive work.
e. Unstructured-undisguised questions simplify the coding task.
If, when choosing the method of equal'‘appearing intervals, one is forced to choose
between two statements of equal scale values, he would choose the statement that
a. had the smallest Q value.
b. had the largest Q value.
c. was favorable to the object and yet had the smallest Q.
d. was unfavorable to the object and yet had the largest Q.
e. The Q value would not be used in this case.
A retail hardware chain is considering a self'‘service system for its 326 stores. Ten
stores have been selected for a trial period of three months. Ten other stores, matching
the experimental stores as closely as possible, have been selected as a control group in
which the traditional clerk system will operate. Dollar sales for each of the twenty
stores will be recorded weekly for the three'‘month period. Prior to the study, weekly
sales will be recorded for a month, as a "before" measure. The difference in sales
between the experimental and control groups is expected to help management in its
decision.
The dependent variable is
a. the attitudes of consumers towards self'‘service.
b. dollar sales.
c. the stores.
d. the method of operation.
e. the product category (hardware).
In the randomized response model, which of the following questions would NOT be
appropriate for pairing with this question "Have you ever shoplifted?"
a. "Were you born prior to 1960?"
b. "Do you cheat on your income taxes?"
c. "Is your birthday in September?"
d. "Are you male or female?"
e. All of the above could be paired with the question.
In the following model for the two'‘way factorial model, which term represents the
interaction between the two factors?
Xijk = µ + αi + ßj + (αß)ij + εijk
a. µ
b. αi
c. ßj
d. εijk
e. none of the above
A grocery store manager decided to investigate whether slower moving items would
sell quicker if these items were displayed at the end of the grocery store aisles or with a
special florescent shelf tag displaying the price. The manager is interested in these
nonprice reduction promotions because the store has only a small markup on these
items. The manager decides to use end of aisle displays, shelf markers, and no special
markers for four weeks each measuring unit sales at the end of each week. The
following sales patterns were observed:
The calculated F ratio for this example demonstrates that at α=0.05
a. there is a significant difference in sales between the displays, and the store manager
should use bright shelf markers.
b. there is a significant difference in sales using the displays, but the manager cannot
use this experiment to infer bright shelf markers are more effective than end of aisle
displays.
c. no significant difference is found in the sales of this item under the three conditions.
d. no significant difference is found in the sales of this item and the store manager can
conclude that shelf markers do not lead to increased sales of this item.
e. not enough information is provided to calculate the F ratio.
It is reasonable to state that one object has twice as much of the attribute property when
it has a score of 60 and the other object has a score of 30 when measurement is on a(n)
scale.
a. nominal
b. ordinal
c. interval
d. ratio
e. interval or ratio
Which of the following is FALSE?
a. Mailing lists to serve as the sampling frame for a mail survey may be generated
internally by the firm or purchased externally.
b. In recent years, one of the keys to using a mail questionnaire is the ability to direct
the questionnaire to a specific individual, not just a position (e.g. Vice President of
Marketing).
c. The quality of the mailing list determines the sampling control in a mail study.
d. Mail questionnaires typically provide more sample control than telephone or personal
interviews.
e. Mail questionnaires provide less control than personal interviews in getting a
response from the target person.
TABLE
Family Size and Ownership of a VCR by Household
(Figures in millions of households)
___________________________________________________________
Family OWN A VCR
Size Yes No TOTAL
___________________________________________________________
Less than 4 10 38 48
4 or more 24 28 52
____________________________________________________________
TOTAL 34 66 100
____________________________________________________________
In absolute numbers how many millions of households own a VCR?
a. 10 million
b. 100 million
c. 48 million
d. 34 million
e. 52 million
All of the following are probability sampling plans EXCEPT
a. quota
b. area
c. cluster
d. disproportionate stratified
e. systematic
A researcher is interested in studying the effect of geographic location of grocery stores
on the prices they charge for various food items. A typical "market basket" is selected
and the researcher obtains data on the total basket price from 15 randomly selected
stores as shown below. Note that 5 of the stores were inner city stores, 5 suburban
stores and 5 campus stores.
Campus Inner City Suburban
xC= 59 xI=51 xS=52
x = 54
The total sum'‘of'‘squares in the above problem is calculated as
k nj
a. Σ Σ (Xij '‘ x..)2 = (56'‘54)2 + (60'‘54)2 + ... + (55'‘54)2.
j=1 i=1
k
b. Σ nj (x.j'‘x..)2 = 5(59'‘54)2 + ... + 5(52'‘54)2.
j=1
k nj
c. Σ Σ (Xij '‘ x.j)2 = (56'‘59)2 + (60'‘59)2 + ... + (55'‘54)2.
j=1 j=1
k
d. Σ (x.j '‘ x..)2 = (59'‘54)2 + ... + (52'‘54)2.
j=1
e. none of the above
A researcher is using cluster analysis in the process of selecting cities to use for test
markets for a new product. He has identified two cities that he feels represent the two
procedures. A total of ten cities will be used. Which method of cluster analysis should
the researcher use?
a. single linkage method
b. nodal method
c. factor analysis method
d. complete linkage method
e. either a or d should be used
