The variance of the sample means is related to the population variance by which of the
following expressions when sampling without replacement from a finite population?
a. σ_2 = (σ 2/n)[(N-n)/(N-1)]
x
b. σ_2 = (σ 2/n)
x
c. σ_2 = (σ 2/n)N
x
d. σ_2 = σ 2
x
e. None of the above are true.
The observation method
a. cannot measure all consumer characteristics precisely but can give very good
estimates for awareness, intentions, motivations, and past behavior.
b. is limited in that only behaviors can be observed.
c. is considered to be more objective than the communication method.
d. is a faster means of data collection than the communication method because a
detailed questionnaire does not have to be prepared, and observers can quickly record
many observations.
e. requires development of sophisticated procedures to be effective.
Which of the following is FALSE?
a. The largest source of marketing problems is serendipity in the form of new ideas.
b. Marketing problems develop from not only real marketing problems but also
marketing situations called opportunities.
c. The marketing problem should be defined clearly so that research can be designed
properly.
d. Change is a fundamental source of marketing problems.
e. They are all true.
If sß=3.57, and the least squares estimates of ß is 33.2, calculate the test
statistic to determine if this value of ß could have been due to chance.
a. F = 17.57
b. t = 0.108
c. F = 9.30
d. t = 17.57
e. t = 9.30
The manager of a car dealership was concerned that female customers found sales
representatives to be intimidating. The manager asked a local market research firm to
determine whether or not significant gender based differences existed in attitudes
toward automobile sales personnel.
The research supplier used random digit dialing to contact 200 men and women over
the age of 21 in the dealer’s market area. Respondents were asked to rate automobile
salespeople in the local area on helpfulness, willingness to deal, answering questions
fully, courtesy, and patience using a 7-point Likert scale with 1 being poor to 7 being
excellent. All respondents were also asked if new car salespeople were intimidating (yes
or no). Only one person per household was asked to respond to the survey and the
variances between the two groups on all questions were assumed to be equal.
Given this design, which of the following statements would be legitimate conclusions
based on the scales being used?
a. There is a significant difference between men and women in the ratings given to
salespeople on willingness to deal and patience.
b. Twice as many women as men felt intimidated by new car sales representatives.
c. The mean score for willingness to deal was 50% higher among male respondents than
among female respondents.
d. All of the above are valid inferences.
e. None of the above are valid inferences.
Which of the following is NOT recommended to facilitate handling and control of a
questionnaire?
a. stapling multiple pages together
b. leaving enough room for open’‘ended questions
c. numbering the questions
d. using paper no larger than 8 1/2 x 11
e. a through d are all recommended to facilitate handling and control of questionnaires
Which of the following is used as a measure of dispersion with the method of
equal’‘appearing intervals?
a. the variance
b. the interquartile range
c. the median
d. the Q’‘value
e. b and d
Which of the following is FALSE?
a. An ideal point is a hypothetical point on a multidimensional scaling perceptual map
that possesses the perfect combination of attributes or dimensions.
b. The first decision an analyst must make in a multidimensional scaling analysis
regards the choice of objects, products, or brands to be used in the analysis.
c. When selecting products or brands for use in a multidimensional scaling analysis, an
important trade-off occurs between the desire to include enough brands so that all
important dimensions will be represented and the desire to keep the number of
respondents needed for the analysis to a minimum.
d. a and b.
e. a, b, and c.
A researcher who rejects a null hypothesis when in fact it is true:
a. is committing a Type I error
b. is committing a Type II error
c. is committing neither a Type I nor Type II error
d. is typically sure that he has made an incorrect decision
e. none of the above
Which of the following statements about regression/correlation analysis is FALSE?
a. Correlation analysis involves the measurement of the closeness of the relationship
between two or more variables.
b. Regression analysis involves the derivation of an equation that relates the criterion
variable to one or more predictor variables.
c. Regression analysis can establish the causal relationship between two or more
variables.
d. The least squares equations result from a probabilistic model which relates the
variables.
e. The sum of the errors about the regression line in a least squares solution equals zero.
When a researcher is mainly interested in measuring a characteristic which changes
rapidly, she will be mainly concerned with what type of reliability assessment?
a. equivalence
b. stability
c. test’‘retest
d. a and c above
e. b and c above
The product’‘moment correlations of ten Likert items with the total scores are as
follows
Item Product’‘moment correlation
A .92
B .01
C ‘‘.01
D ‘‘.05
E .70
F ‘‘.92
G ‘‘.98
H .70
I .85
J .02
Which of the above statements are the best for inclusion in a scale?
a. A, E, H, I
b. C, D, F, G
c. B, J
d. A, B, E, H, I, J
e. A, E, F, G, H, I
“National Family Opinion” and “Consumer Mail Panel” have what in common
a. a sample size of over 1 million
b. use of telephone survey methods
c. use of personal interview methods
d. use of mail panels
e. none of the above
Which of the following is true?
a. The particular sampling distribution of the statistic in question is of fundamental
importance in the determination of sample size. For example, the sampling distribution
of the sample means is used when estimating a population mean.
b. It is impossible to specify both the degree of confidence and the degree of precision
with a fixed size sample.
c. When determining the sample size necessary to estimate a population mean, it is
helpful to know the population variance, for if one knows the population variance, he or
she also knows the standard error of the mean up to a proportionality constant.
d. a and c
e. a, b, and c are all true
Which of the following questions are typically NOT of concern once a respondent has
ranked a group of objects according to similarity?
a. What does the configuration of objects look like when all are considered
simultaneously?
b. What attributes is the individual using in making his or her judgments?
c. Which objects were considered earliest in the ranking process by the respondent?
d. How many dimensions underlie this respondent’s judgments of similarity?
e. All of the above are typically of concern.