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Which of the following statements is FALSE with regard to construct validity?
a. Construct validity is the most difficult type of validity to establish.
b. Construct validity requires that the measure exhibit content validity.
c. Construct validity is necessary for a measure to exhibit reliability.
d. For a measure to exhibit construct validity, it must behave as expected with regard to
other constructs in the nomological net for a given theory.
e. Construct validity requires the measure possess discriminant validity.
Which of the following is TRUE?
a. When using structured-undisguised questionnaires, the researcher presents the
subjects with an initial stimulus which necessarily varies across subjects.
b. The depth interview is an example of the use of an unstructured-disguised
questionnaire.
c. An unstructured-disguised communication method might be useful for getting at
respondents' feelings about sensitive issues.
d. a and c.
e. b and c.
Which of the following is a method of exploratory research?
a. reviewing published data
b. interviewing knowledgeable people
c. conducting focus groups
d. investigating trade literature
e. all of the above
When there are four variables to be factor analyzed, the maximum number of factors
that can be extracted is
a. one.
b. two.
c. three.
d. four.
e. none of the above.
The process of checking data-collection forms for completeness, consistency, and
adherence to instructions is known as
a. tabulation.
b. scanning.
c. coding.
d. editing.
e. skip-tracing.
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 contingency table analysis.
b. Kolmogorov'‘Smirnov test.
c. z'‘test for one mean.
d. z'‘test for two means.
e. none of the above.
Which of the following statements pertaining to randomized block designs is false?
a. The design is appropriate when one source of extraneous variation is distorting the
results of the experiment.
b. The test units within each block are likely to be less alike than units selected
completely at random.
c. Similar test units are grouped together.
d. Treatments are randomly assigned to test units within each block.
e. The error mean square in a randomized block design should be smaller than if a
completely randomized design was used.
Compared to the chi'‘square goodness'‘of'‘fit test, when the data are ordinal, the
Kolmogorov'‘Smirnov test
a. is more powerful.
b. is easier to compute.
c. does not require minimum cell frequencies for computations.
d. all of the above.
e. a and b only.
d Varimax rotation of a factor solution attempts to
a. maintain the right angles between the factors.
b. enhance the substantive interpretation of the unrotated factor solution.
c. force the entries in the columns of the factor loading matrix to be near 0 or 1.
d. all of the above.
e. a and b above.
Which of the following about multidimensional scaling is TRUE?
a. In multidimensional scaling, it is easier to work with larger numbers of dimensions in
a perceptual map for purposes of interpretation.
b. By varying the number of dimensions used with a multidimensional scaling analysis,
it is always possible to obtain a perfect fit of all objects in a perceptual map.
c. It is not possible to obtain perfect fit of all objects in a multidimensional scaling
analysis with just two dimensions.
d. a and b.
e. a, b, and c.
Which of the following is FALSE?
a. The basic purpose of marketing research is to assist marketing managers in making
more informed decisions.
b. Marketing research became a significant business activity after World War II when
the economy changed from a production orientation to a consumption orientation.
c. Marketing research as an organizational function was adopted by most firms when
they could no longer satisfy demand for their products.
d. a and b.
e. a, b and c.
Common problems of using lists as sampling frames include
a. the list is not up-to-date.
b. ineligibles are included in the list.
c. duplicates are included in the list.
d. some members of the desired population are not on the list.
e. All of the above are common problems of using lists.
Given
when predicting the A classification from the B classification, the index of predictive
association for the above data is
a. 0.
b. .25.
c. .32.
d. .50.
e. .67.
Which of the following statements regarding marketing information systems is true?
a. They have large data storage needs.
b. Programmers are able to develop decision'‘calculus models that exactly replicate
managers' decision'‘making processes.
c. They can forecast future economic trends.
d. They can easily be adapted to new managers' needs.
e. b and c
Graphical presentation should be used
a. as often as possible as it is the best method.
b. to interpret results.
c. to vividly present the research findings.
d. only if graphs serve the purpose better than text or tables.
e. all of the above apply to graphical presentations.
A researcher is interested in studying the effect of geographic location of grocery stores
on the prices they charge for various food items. A typical "market basket" is selected
and the researcher obtains data on the total basket price from 15 randomly selected
stores as shown below. Note that 5 of the stores were inner city stores, 5 suburban
stores and 5 campus stores.
Campus Inner City Suburban
xC= 59 xI=51 xS=52
x = 54
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 is TRUE?
a. Branching questions are easy to develop for a mail questionnaire.
b. Sequence bias is potentially more of a problem in telephone interviews than in mail
questionnaires.
c. With the exception of telephone interview questionnaires (which are never seen by
the respondents), it is generally appropriate to number the questions on a questionnaire.
d. The physical appearance of a questionnaire is especially influential in securing
cooperation to studies done by mail.
e. They are all false.
Which of the following is TRUE?
a. When it is not possible to go back after an experiment and determine if the
experimental and control groups were equal before the fact, selection bias may be
present in the experiment.
b. Matching is the preferred procedure to ensure equality of comparison groups.
c. To avoid selection bias, the general principle is: select subjects at random and then
arbitrarily assign subjects to groups.
d. The use of randomization to eliminate selection bias in experimental designs works
best when the groups being compared are small.
e. They are all false.
In the analysis of selected cases, it is generally true that cases that are most useful are
cases that
a. reflect abrupt changes.
b. reflect extremes of behavior.
c. reflect the order in which events occurred over time.
d. reflect striking features.
e. all of the above are useful types of cases.
Consider the regression equation Y = 5 + 16X1 + 38X2 relating annual expenditures on
a particular product Y to X1 and X2, where
X1 X2
'‘If a person belongs to lower class 0 0
'‘If a person belongs to middle class 1 0
'‘If a person belongs to upper class 0 1
Which of the following is FALSE? The equation suggests:
a. An upper class person could be expected on the average to spend $38 per year more
than a lower class person on the product.
b. A middle class person could be expected on the average to spend $16 more per year
on the product than a lower class person.
c. A lower class person could be expected on the average to spend $5 per year on the
product.
d. An upper class person could be expected on the average to spend $22 more per year
on the product than a middle class person.
e. An upper class person could be expected on the average to spend $38 per year on the
product.
Sample size depends upon
a. the type of sample.
b. the statistic in question.
c. the homogeneity of the population.
d. a and c.
e. a, b, and c.
