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An outlier is an observation so different from the rest of the observations that the
analyst chooses to treat it as a special case.
a. True
b. False
The distinguishing features of a simple random sample are
a. each population element has a known chance of being selected.
b. each population element has an equal chance of being selected.
c. every combination of n population elements is a sample possibility.
d. Both a and b.
e. a, b, and c.
Which of the following are office errors?
a. Not-at-homes
b. Refusals
c. Interviewer cheating
d. Coding
e. Response errors
If a researcher were to take ten Asian countries where per capita income and automobile
ownership by per capita were known, trying to find the overall picture of market size
for the market could probably be done by using which of the following methods?
a. Analogy method
b. Latin square
c. Trade audit
d. Chain ratio method
e. Regression analysis
Sensitive questions should always be put first in a questionnaire.
a. True
b. False
Questionnaires where everyone receives the same questions and everyone responds by
choosing among the same set of possible answers are using fixed-alternative questions.
a. True
b. False
The most challenging of the three dimensions of Big Data is considered to be:
a. Volume
b. Vastness
c. Velocity
d. Variety
e. All dimensions are equally challenging
Taking multiple, random samples from an existing data set and running thousands of
"what if" analyses, each with different assumptions about market conditions and other
marketplace dynamics is an example of which of the following?
a. Regression analysis
b. Trend analysis
c. Time series analysis
d. Simulation analysis
e. Spectral analysis
The utility approach to ethical reasoning holds that the correct course of action is the
one that promotes:
a. The least negative reaction.
b. The greatest good for the greatest number.
c. The most benefit to the firm that commissioned the marketing research. d. The most
favorable publicity.
e. The most practical solution.
The most used multivariate data analysis technique in applied marketing research is
a. regression analysis.
b. frequency analysis.
c. paired sample t-test.
d. cross tabulation.
e. Cramer's V.
Big Data is the process of large and varied data sets.
a. Capturing, understanding and distributing
b. Detecting, merging and analyzing
c. Capturing, merging and analyzing
d. Securing, validating and storing
e. Researching, analyzing and storing
A restaurant has installed microphones at its tables to secretly record customer reactions
to menu items so that the restaurant owner can know which entrees to raise prices on.
Under which method of ethical reasoning is this approach considered ethical?
a. Utility
b. Justice
c. Rights
d. Both A and B.
e. It would not be considered ethical under any ethical reasoning framework.
An attitude rating scale that uses a set of faces, varying systematically in terms of
whether they are frowning or smiling, to capture a person's satisfaction or preference is
an example of which of the following?
a. Itemized-ratings scale
b. Semantic-differential scale
c. Graphic-ratings scale
d. Summated-ratings (Likert) scale
e. Comparative-ratings scale
A researcher is interested in analyzing a set of nominal data to determine if the observed
pattern of frequencies corresponds to the expected pattern. The appropriate statistical
technique is
a. chi-square goodness-of-fit.
b. regression analysis.
c. z-test for comparing sample proportion against a standard.
d. z-test for comparing sample mean against a standard.
e. frequency analysis.
Which of the following statements best represents the analytics skills problem of Big
Data integration?
a. Big Data analytics is a discipline too new to provide meaningful employment
opportunities
b. Most companies have not yet accumulated enough data to have a need for Big Data
analytics
c. There is too much data and companies lack the right skills to manage data effectively
d. The level of skill required for Big Data analytics is too low to attract quality job
candidates into the profession
e. There is no analytics skills problem associated with Big Data
The question, "Are you in favor of the free-choice policy for determining which school
your child attends?" is an example of a(n)
a. explicit alternative.
b. double-barreled question.
c. implicit assumption.
d. leading question.
e. classification question.
