Some of the commonly used measures of location such as the median or quartiles can
be read directly from a
a. matrix.
b. frequency polygon.
c. histogram.
d. cumulative distribution function.
e. contingency table.
Which of the following is true?
a. It is generally true that bias caused by interviewer expectations will balance out if a
sufficiently large number of interviews is used.
b. The behavior of either interviewer or respondent occurs merely as a physical reaction
to the behavior of the other.
c. Questions which state the alternative answers and multiple choice questions are
particularly recommended in studies where personal interviews are used because they
are not subject to interviewer bias.
d. The interviewer training program has one objective and only one objective and that is
to train the interviewers in the procedures to be used on the project at hand.
e. All of the above statements are true.
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 is
NOT a potential source of difference between these scores?
a. true differences with regard to the feeling of warmth created by the ad
b. Perry had a rotten day at work, while Joe had a good day
c. the sampling of items chosen to measure warmth could have contributed to the
difference in scores
d. Perry and Joe interpreted one of the questions differently
e. all of the above are potential sources of differences between the scores
The problem of nonresponse due to refusals to participate is
a. usually lower with personal interviews than with either telephone interviews or
mail’‘administered questionnaires.
b. usually lower with mail questionnaires than with telephone or personal interviews.
c. usually lower with telephone interviews than with mail questionnaires or personal
interviews.
d. usually the same no matter what communication method is used.
e. none of the above are true.
e When making a decision as to how many factors to retain in the final factor analysis
solution, the researcher should
a. examine the size of the latent roots.
b. plot the size of the latent roots against the number of factors.
c. examine the amount of covariability recovery.
d. examine the amount of variability recovery.
e. all of the above.
The before’‘after with control group design is particularly susceptible to the following:
a. history effect.
b. maturation effect.
c. main testing effect.
d. interactive testing effect.
e. selection bias.
After you have determined the research design, the next two steps in the research
process are
a. design the sample and collect data; analyze and interpret the data.
b. design the data collection method and forms; analyze and interpret the data.
c. design the data collection method and forms; design the sample and collect data.
d. design the sample and collect data; analyze and interpret the data.
e. analyze and interpret the data; prepare the research report.
Which of the following is the least expensive type of marketing research?
a. primary research conducted by an outside research firm
b. external secondary data from a primary source
c. external secondary data from a secondary source
d. internal secondary data
e. primary research conducted internally
The physical appearance of a questionnaire is important in securing respondents’
cooperation, particularly for
a. personal interviews.
b. mail questionnaires.
c. telephone interviews.
d. all of the above.
e. b and c only.
A researcher is interested in obtaining information from a respondent about a purchase
event that occurred recently. Which of the following statements is FALSE?
a. The telescoping effect is larger while recall loss effect is smaller.
b. The recall loss effect is larger while the telescoping effect is smaller.
c. The telescoping effect and recall loss effect are about the same.
d. a and c only are false.
e. b and c only are false.
When there are two extraneous factors that can cause serious distortion of the results,
the preferred experimental design is
a. a factorial design.
b. a randomized block design.
c. a Latin Square design.
d. a covariance analysis.
e. a contingency table.
Which of the following is NOT a reason for the increasing popularity of the
paired’‘comparison approach to determining attribute combinations in a conjoint
analysis?
a. The paired comparison approach works well with computer’‘interactive interviewing
procedures.
b. The paired comparison approach allows the researcher to check respondents’
consistency in their judgment of alternatives.
c. The paired comparison approach, although a more difficult task for respondents than
the full profile approach, is considerably more thorough.
d. All of the above are reasons.
e. b and c only are NOT reasons
To better determine the appropriate number of clusters, the analyst should
a. plot the number of clusters against the fusion coefficient.
b. examine the standardized cluster scores.
c. determine the amount of variance explained by each cluster.
d. plot the number of clusters against the number of objects.
e. examine the cluster loadings.
The empirical evidence suggests which of the following does not affect the refusal rate?
a. nature of the respondent
b. sponsor of the research
c. nature of the subject
d. circumstances surrounding the contact
e. They all affect the refusal rate
A researcher divides the city of Flint, Michigan, into 500 blocks of 10 households each.
He requires a sample of 400 households. He then selects his sample by choosing 100
blocks and 4 households per block. This is an example of ____.
a. systematic sampling
b. two-stage area sampling
c. probability-proportional-to-size sampling
d. one-stage area sampling
e. sequential sampling
Which of the following is TRUE?
a. In forming a question for a questionnaire, a question should be worded so as to
secure an answer with only the required detail, not so as to generate additional
information.
b. It is wise to break one question into two when different frames of reference could be
used by the respondent.
c. The open-ended question is often employed as the beginning question in that it can
provide insight into the respondent’s frame of reference.
d. When determining if the individual has the necessary information, the researcher
should take into account how important the event was likely to be to the individual and
how long ago it took place.
e. They are all true.
A local cheese producer feels their biggest problem is to get consumers acquainted with
their product. An experiment is run in which 50 free samples of cheddar cheese are
distributed to a randomly selected sample of families. This group and another group of
1,000 randomly selected people to which free samples had not been given are both sent
coupons for the purchase of cheddar cheese at a discount at local grocery stores. The
keyed coupons show that 387 coupons are returned from the group receiving the free
sample and 130 are received from the other group.The design being used in the study is
a. R 01 X 02
R 03 04.
b. R X 01
R 02.
c. R X 0102
R 0304.
d. R 01 X 02
R 03.
e. none of the above.
Which of the following provides the most control in terms of the time it takes to
complete a study?
a. personal interview
b. telephone survey
c. mail questionnaire
d. self’‘administered mail questionnaire
e. structured personal interview
Which of the following about computer assisted interviewing is FALSE?
a. The interviewing technique is not very useful when there are a number of skipping or
branching questions in the questionnaire.
b. One advantage of such interviews is the personalization of questions they allow.
c. Telephones are currently the most popular way of conducting these interviews.
d. a and b.
e. a, b, and c.
The error associated with the estimation of a population parameter from a sample
statistic is
a. standard deviation.
b. variance.
c. standard error.
d. mean square error.
e. c and d.
Which of the following is FALSE?
a. The research report represents the end product of the research process. No matter
what the proficiency with which all previous steps have been dispatched, the project
will be no more successful than the research report.
b. The audience determines the type of report. Researchers must make every effort to
acquaint themselves with the specific preferences of their audience. They should not
consider these preferences as unalterable, but any deviations from them should be made
with reason and not from ignorance.
c. The fundamental criterion by which research reports are evaluated is communication
with the reader.
d. The technical capacity of the reader is unimportant as far as the research report is
concerned. Rather, the reader’s interest is critical in determining the content of the
report. An interested reader should be expected to overcome any difficulties he or she
might have in understanding the report because of limited technical expertise.
e. All of the above statements are true.