Which of the following might NOT be an appropriate strategy for dealing with missing
information on a questionnaire?
a. Throw out the entire questionnaire.
b. Overlook the missing information and code the remaining answers.
c. Substitute information based on the responses of similar respondents. d. Both a and c.
e. All of the above might be appropriate.
When it comes to discussing the limitations of the study, the writer should
a. emphasize what could have been accomplished given a larger research budget.
b. acknowledge that all studies contain error and this one is no different.
c. not mention them, let the data speak for itself.
d. provide a balanced account of the specific problems.
e. tell an amusing anecdote relating to statistical infallibility.
Which of the following is NOT true when presenting the results in the body of the
report?
a. Tables and figures should be used sparingly since they can be included liberally in the
appendix.
b. Each table should address only a single problem.
c. Numbers in tables should be rounded to two effective digits.
d. Irrelevant information should be omitted.
e. Tables and figures should be logically ordered.
The difference in the two most common forms of oral/verbal reports is the order in
which the are presented.
a. purpose of the study and the conclusions
b. specific objectives and the purpose of the study
c. conclusions and the supporting evidence
d. supporting evidence and the specific objectives
e. purpose of the study and the specific objectives
High structure is most useful when _________________
a. possible replies are well known.
b. for obtaining factual information.
c. for assessing attitudes about things that people know something about.
d. All of the above.
e. Both a and b.
Capitol Brewing Inc.’s management is very concerned with declining sales of their
major product, a dark ale, and has asked for help understanding the reasons. The most
appropriate way to begin is with:
a. Causal research
b. Descriptive research
c. Exploratory research
d. Exploratory and causal research
e. Descriptive and causal research
The most difficult type of responses to code are
a. close-ended, multiple response (e.g.,”Check all that apply”) questions.
b. open-ended, exploratory questions.
c. close-ended, single response questions.
d. open-ended, factual questions.
e. Both a and d.
The value of linking data from several contexts (e.g. omni-channel transactional data) is
that it can provide:
a. Big data sets for analysis.
b. A complete view of in-store purchasing behavior.
c. A complete view of online purchasing behavior.
d. Location mapping data.
e. A 360-degree view of purchasing patterns.
For many events and behaviors, the best reference time frame to avoid recall loss seems
to be between two months to one half year.
a. True
b. False
Pie charts are useful for
a. illustrating time-series data.
b. emphasizing dynamic relationships between two or more variables. c. depicting
relative size.
d. illustrating trend relationships.
e. depicting the relative growth in magnitude of a variable over time.
Which of the following best describes the essential goal of a complete research report?
a. Presentation of the technical aspects of all data analyses performed in the project.
b. Presentation of all information needed by the reader in easily understandable
language.
c. Presentation of all data collected in the research project in easily understandable
language.
d. Adherence to the outline of the report.
e. Accurate presentation of information.
If we were comparing the difference between the mean number of sports drinks
consumed by male vs. female athletes during a typical week and we calculated a zvalue
of 4.33, we would conclude that the probability of support of the
a. null hypothesis of no difference is less than < 0.01 because 4.33 is greater than 2.58.
b. alternative hypothesis of no difference is less than < 0.01 because 4.33 is greater than
2.58.
c. null hypothesis of no difference is less than < 0.01 because 4.33 is less than 2.58.
d. alternative hypothesis of no difference is less than < 0.01 because 4.33 is less than
2.58.
e. None of the above.
A “garbologist” – a researcher who studies the contents of residential trash – is
employing which type of research method?
a. Direct communication
b. Indirect observation
c. Indirect communication
d. Direct observation
e. Undisguised communication.
Telescoping error is the tendency to remember an event as having occurred more
recently than it did.
a. True
b. False
Which is probably the best format for collecting detailed demographic information?
a. Panels
b. Cross-section surveys
c. Time series analysis
d. Exploratory studies
e. None of the above
Which of the following is FALSE about the use of percentages when reporting results?
a. Unless decimals have a special purpose, they should be omitted.
b. Percentages should be rounded to whole numbers.
c. Decimals may convey greater accuracy than the figures can support.
d. It is unnecessary and redundant to include percentages along with the raw count for
frequency analyses.
e. All of the above are true concerning the use of percentages when reporting results.
When performing cross tabulations, percentages are always calculated in the direction
of the
a. dependent variable.
b. independent variable.
c. causal variable.
d. Both a and b.
e. Both b and c.
A major restaurant chain wishes to understand consumer sentiment about its brand, so it
analyzes social media comments, receipt survey data, call center conversation
summaries from its CRM system and even reviews from websites like Urban Spoon.
This illustrates which dimension of Big Data?
a. Volume
b. Vastness
c. Velocity
d. Variety
e. Value