Typically, experiments have greater internal validity, and experiments have greater
external validity.
a. laboratory; field
b. field; laboratory
c. longitudinal; cross-sectional
d. The internal and external validities are usually the same for both types of
experiments.
e. Neither internal or external validity is critical for experiments.
A wealth of barcode transaction data is collected by merchants when customers make
purchases. Which one of the following scenarios does NOT represent one of the typical
Big Data integration challenges in using these transactional data?
a. Getting merchandising ideas by doing a market basket analysis
b. Linking the transaction data to a decision support system for ease of in-store price
changes
c. Creating personalized promotions using the store’s loyalty program
d. Combining barcode transaction data with customer Facebook status updates about
service quality.
e. All of the above represent typical Big Data integration challenges
A mystery shopper could be used to perform which of the following research tasks?
a. Record cleanliness of bathrooms
b. Negotiate with sellers on the price for an item
c. Ensure that children cannot buy M-rated video games
d. Record the evenness of jelly in an doughnut
e. All of the above are research tasks a mystery shopper could perform
Which of the following statements about the editing process are TRUE?
a. When it’s obvious a respondent hasn’t taken the study seriously, his or her answers
should be dropped.
b. All completed questionnaires should be kept.
c. All incomplete questionnaires should be dropped.
d. You can’t change incorrect answers, because you have no way of knowing the
respondent’s original intent.
e. All partially complete questionnaires should be kept.
Which of the following is a technique that measures the association between a criterion
variable and one or more independent variables?
a. Correlation analysis
b. Analysis of variance
c. Regression analysis
d. z-test
e. F-test
The best way of avoiding the trap of researching the wrong problem is to:
a. Research all possible problems.
b. Define the research problem broadly.
c. Delay research until the problem is properly defined.
d. All of the above are correct.
e. None of the above are correct.
Data in one context that is linked to data in another context, and another and another,
such as Apple does to get a 360-degree view of customer purchasing is an example
of____________-_________________data.
Unless a
researcher is facing a straightforward, recurring issue for which data are already
decision support system, the odds are ______________ that some form of
____________data is needed to provide solutions for marketing problems?
a. low/primary
b. low/secondary
c. high/primary
d. high/secondary
e.None of the above are correct
Which of the following should NOT be placed in the appendix of the written research
report?
a. A copy of the data collection form.
b. Detailed calculations of test statistics.
c. Detailed calculations used to determine sample size.
d. Source tables for summary tables found in the body of the report.
e. The formal statements of the research hypotheses.
Failure to include some units, or entire sections, of the defined survey population in the
actual operational sampling frame represents
a. noncoverage error.
b. nonresponse error.
c. sampling error.
d. random error.
e. observation error.
Researchers can’t afford to devote the bulk of the research budget to exploratory
research.
a. True
b. False
When performing frequency analysis
a. you’ll almost always want to include percentages along with the raw count.
b. including percentages will help readers interpret results.
c. the number of missing cases should be indicated.
d. All of the above.
e. Both a and b.
“Did you vote in the last presidential election?” is an example of which of the following
question types?
a. Filter question
b. Leading question
c. Multichotomous question
d. Double-barreled question
e. Telescoping question
Which of the following methods provides descriptive primary data the fastest?
a. Personal interview
b. Online survey
c. Mail questionnaire
d. Inbound survey
e. Telephone survey
Which of the following factors affect the size of a sample needed when working with a
probabilistic sample?
a. The amount of diversity or variation of the parameter in question within the
population.
b. How precise the estimate must be.
c. The degree of confidence you’d like to have.
d. All of the above.
e. Both b and c.
Which of the following statements about the coding process is FALSE?
a. During the coding process, data are categorized.
b. Raw data are transformed into symbols during the coding process.
c. Coding involves judgment on the part of the coder.
d. The coding process occurs almost automatically.
e. All of the above statements about the coding process are true.
Pie charts are useful for illustrating trend relationships.
a. True
b. False