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Which of the following is(are) useful in deciding what information will be sought in the
development of a questionnaire?
a. randomized response model
b. "dummy tables" used to structure data analysis
c. the hypotheses
d. a and b above
e. b and c above
When using area sampling, a researcher should seek a balance between statistical
efficiency which suggests ____ and economic considerations which suggest ____.
a. the need for accuracy; that benefits be considered
b. a small number of areas be used; few areas be used
c. a large number of areas be used; few areas be used
d. that a small sample size can be used to predict accurately; possible losses due to
faulty predictions can be costly
e. that a large number of areas be used; a large number of observations within each area
be collected
In the four'‘group six'‘study design, (02 '‘ 01) '‘ (04 '‘ 03), is a measure of
a. E.
b. E + U.
c. E + U + I.
d. E + I.
e. none of the above.
Turnover analysis
a. is appropriate to panel data when the variables being measured are constantly
changing.
b. is appropriate to cross'‘sectional studies.
c. can only be performed when there are repeated measures over time on the same
variables for the same subjects.
d. does not show switching behavior.
e. cannot be used to look at changes in the behavior of individuals.
Maturation
a. refers to the changes occurring within the test units that are due to the impact of the
experimental variable.
b. refers to events external to the test units.
c. is limited to test units composed of people.
d. does not depend on the timing of the specific experiment.
e. refers to the processes operating within the test units as a function of time per se.
The method of summated ratings overcomes which criticism of the method of
equal'‘appearing intervals?
a. Difficulties in developing a large number of statements.
b. The costs due to the size of the judgment sample required with equal'‘appearing
intervals.
c. The difficulty of generating total scores by which to array subjects.
d. The non'‘scientific nature of item analysis with the method of equal'‘appearing
intervals.
e. The lack of ability for a subject to express his intensity of feeling with an
equal'‘appearing interval scale.
Which of the following is TRUE?
a. Primary data is gathered by the researcher's organization and secondary data is
gathered by some other organization.
b. The researcher should attempt to gather secondary data before initiating a search for
primary data.
c. Secondary data in a secondary source is just as accurate as secondary data in a
primary source.
d. If a researcher obtains secondary data from the party who collected them, he or she is
using a secondary source of secondary data.
e. They are all false.
Which of the following statements is FALSE?
a. Marketing research studies employing the exploratory strategy generally have as a
starting point a hypothesis specifying relationships between variables.
b. Exploratory research may generally be considered the step that defines the problem.
c. Exploratory research is characterized by lack of a prespecified formal design.
d. Descriptive studies involve the examination of one or more hypotheses.
e. Descriptive studies are rather demanding in terms of the decisions that must be made
before data collection begins.
The question, "Do you exercise often? seldom? sometimes?" is
a. leading.
b. concrete.
c. ambiguous.
d. contains an implied alternative.
e. contains an implied assumption.
Political analysts believe that voters level of education has a significant impact on the
approval ratings given to a particular politician. The hypothesis was tested using
regression analysis. If the variable education had seven categories, how many dummy
variables are necessary to include this variable in a regression equation?
a. 1
b. 7
c. 6
d. 8
e. none of the above
The sampling frame deals with
a. the list of population elements from which the sample will be selected.
b. the procedure used to select the sample from the population.
c. the number of population elements to be chosen as the sample.
d. the form of the sample to be chosen from the population elements.
e. none of the above are representative of a sampling frame.
The following are true of cohort analysis EXCEPT
a. it is a special type of cross'‘classification analysis.
b. can be used when there are a series of surveys.
c. spacing between surveys corresponds to the arbitrary divisions created by the
researcher.
d. the cohort refers to the aggregate of individuals who experience the same event
within the same time interval.
e. all of the above are true.
The Nielsen Retail Index is an example of
a. pantry audit.
b. diary panel audit.
c. store audit.
d. product audit.
e. none of the above.
In an experience survey
a. the respondents are able to choose the factors to be discussed.
b. the emphasis is on developing tentative explanations.
c. the emphasis is not on demonstrating that an explanation is the primary explanation.
d. the interviews are unstructured and informal.
e. all of the above are true.
a The amount of variance the discriminant score shares with any one variable can be
ascertained by
a. squaring the value of the discriminant loading.
b. examining the standardized discriminant coefficient.
c. taking the square root of the discriminant loading.
d. squaring the mean discriminant score.
e. multiplying the discriminant loading by the mean value of the variable.
The question, "How would you judge the price and quality of this product?"
a. is double'‘barreled.
b. is leading.
c. contains an implied alternative.
d. contains an implied assumption.
e. forces generalization on the part of the respondent.
e Rotation of the original factor analysis solution typically results in
a. an improved substantive interpretation of the solution.
b. a change in the achieved communality estimate for any one variable.
c. a change in the proportion of variance accounted for by any one factor.
d. a and b above.
e. a and c above
In multidimensional scaling, one of the major problems is naming the dimensions. The
methods for doing this include
a. computing the correlations between physical characteristics and the scores of the
various dimensions of the configuration.
b. naming them on the basis of the researcher's insight and experience.
c. locating the ideal points.
d. increasing the number of dimensions.
e. a and b.
A manufacturer is interested in selecting one of three companies to deliver (by truck) its
product to its distributors and wholesalers in a certain area. Each of the companies has
different operating procedures and uses different routes. Assuming that certain
minimum standards for delivery time are achieved, the manufacturer wants to select the
company with the lowest unit shipping cost.
In addition, the manufacturer believes that the type of packaging used for the product
may have an impact on shipping cost and is considering two types of packaging. It is
unknown whether or not any of the three companies under consideration is better
equipped to handle either type of packaging.
After using each of the companies for five deliveries of the product with each of the
types of packaging (thus, each company made a total of 10 deliveries, with all
deliveries under similar circumstances), the shipping costs per unit were calculated and
are shown below:
Company
Package C1 C2 C3 Total
Mean
________________________________________________________________
$1.75 $1.25 $1.80
1.65 1.15 1.70
P1 1.90 1.35 1.95 24.30
1.62
2.00 1.15 1.75
1.70 1.15 2.05
________________________________________________________________
2.00 1.35 1.95
1.90 1.55 2.05
P2 2.15 1.35 2.30 27.80
1.85
2.25 1.35 2.00
1.95 1.45 2.20
________________________________________________________________
Total 19.25 13.10 19.75 52.10 1.74
Mean 1.93 1.31 1.98
Cell P1C1 P1C2 P1C3 P2C1 P2C2
P2C3
Total 9.00 6.05 9.25 10.25 7.05
10.50
Mean 1.80 1.21 1.85 2.05 1.41 2.10
This is an example of
a. a completely randomized design.
b. a randomized block design.
c. a Latin square design.
d. a factorial design.
e. none of the above.
Which of the following statements is true?
a.Social networks model connections between variables.
b.Social networks model connections between employees.
c.Social networks could be used to model the word-of-mouth communications among
consumers.
d.a and b
e.b and c
Scanner data can contain which of the following information:
a.the brands of products a household purchases
b.the prices those products were bought at
c.the products the household bought at the previous trip to the grocer
d.the head of household's perception of value for the products
e.a and b
Unlisted phone numbers are especially a problem for marketing researchers in:
a.Alabama
b.Boston
c.California
d.Denver
e.England
Which of the following is not true:
a.neural networks can learn relationships among variables
b.neural networks can be tested in cross-validation
c.neural nets have few methodological assumptions
d.neural networks are like social networks but they map cognitive connections, not
social ones
e.neural networks come out of expert systems
Which of the following is not an advantage of a Web-based survey?
a.you can obtain the data quickly
b.it is cheap
c.the questions presented can be adapted for the user depending on the answers to
previous questions
d.international samples are easy to obtain
e.the sample will be representative if it is a random sample
Which of the following do not pose ethical dilemmas for marketing researchers:
a. Misusing statistics
b. With-holding benefits from control groups
c. Charging high fees
d. Unethical behavior by a marketing research team member
e. Preserving the research participants' anonymity
A marketing research team collected preferences from consumers in the MidWest who
rated the likelihood that they would go on each of the 16 possible week'‘long spa
packages created by combining the factors: San Diego, CA or Phoenix, AZ; $1499 or
$2599; golf green fees included or not; and daily massages included or not. (The factors
were scored: 0=San Diego, 1=Phoenix; 0=$1499, 1=$2599; 0=golf not included, 1=
golf included; 0 = massage not included, 1= massage included. The likelihood scale
ranged from 0 to 100, with 100 meaning greater preference.) When the marketing
research team conducted the conjoint analysis, they obtained the following
beta'‘weights (after averaging across the sample):
likelihood = -.85 destination '‘. 15 price +.70 golf +.50 massage
What would it mean if b2 were not significant?
a. destination wouldn't matter
b. consumers are price insensitive
c. the respondents weren't golfers
d. the respondents don't care for spas
e. the golf course could be exchanged for a spa
Census data:
a.allow comparison of Chicago to Paris
b.are updated online quarterly
c.are best used for marketers in manufacturing
d.can help retailers in site selection
e.none of the above are true
Which statement is false:
a.Social networks finds actors who are central to the network.
b.Social networks find cliques and coalitions in networks.
c.Social networks describe connections between people, but unfortunately do not
describe the qualities of the people very well.
d.Social networks can be used to describe the relationships between people, or
relationships between organizations.
e.Social networks could be used to describe interactions between CEOs and their VPs.
Which of the following statements is true:
a.phone interviews are best-suited for business-to-business marketing research
b.email surveys are best-suited for consumer marketing research
c.Web-based surveys are best-suited for research about e-commerce
d.fax surveys are best-suited for business-to-business marketing research
e.mall intercepts are best-suited for advertising research
