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As shown above, the total variance can be explained by 8 factors. What is the least
number of variables on which this principal components factor analysis can be based?
a. 2
b. 8
c. 16
d. 4
e. more information is needed
It is true that when using concomitant variation as evidence of a causal relationship
between two variables
a. the technique can only be applied with quantitative variables.
b. we are looking for a one'‘to'‘one correspondence between the two variables and this
is usually found.
c. when evidence of concomitant variation is found, the hypothesis is proved.
d. the absence of initial evidence of concomitant variation implies that there is no
causation between the two variables.
e. there may be no causal relationship between variables even though there is initial
evidence of concomitant variation.
The main disadvantage of panels is that they
a. are nonrepresentative.
b. are expensive to maintain.
c. allow only simple analysis of the data.
d. suffer more from interview bias than any other data collection methods.
e. all of the above.
Although no general organizational form of marketing research departments exists,
departments are commonly organized by
a. research techniques, such as statistical analysis, field interviewing or questionnaire
design.
b. area of application, such as product line, brand, market segment or geographic area.
c. marketing function performed, such as field sales analysis, advertising research or
product planning.
d. a and b.
e. a, b and c.
Which of the following is not typically effective in reducing the incidence and problem
of not'‘at'‘homes?
a. making advance appointments by telephone
b. employing call backs
c. substitution of neighboring dwelling units
d. interviewer judgment in scheduling calls
e. They are all typically effective.
The experimenter has control over the when and to whom of measurement in a
a. pre'‘experimental design.
b. true'‘experimental design.
c. post'‘experimental design.
d. quasi'‘experimental design.
e. b and d.
Which of the following is NOT a current use for computer'‘aided interviewing (CAI)
software?
a. telephone surveys where each interviewer has a computer from which to ask
questions
b. in'‘person interviews where the respondent can respond to questions as they appear
on the computer screen
c. mail administration where the questionnaire is sent on diskette to the respondent who
completes the questionnaire and returns the diskette by mail
d. interviews in conjunction with mall intercepts where the respondent responds to
questions as they appear on the monitor
e. all of the above are current uses for CAI software
Which of the following is TRUE?
a. External validity is concerned with the issue of whether or not the specific treatment
in which the researchers are interested has actually brought about the effect they have
observed.
b. A consumer good purchase experiment conducted in a mock-up store is more
externally valid than the same experiment in a real store setting.
c. External validity deals with the problem of projecting one's results from the
experimental setting to the real world.
d. a and c.
e. a, b, and c.
The notion that equal differences among scores represent equal differences in the
amount of the attribute possessed by the object applies to scales.
a. nominal
b. ordinal
c. interval
d. ratio
e. interval and ratio
When developing a question for a questionnaire, which of the following is NOT an
important consideration in determining question content?
a. Are several questions needed instead of one?
b. Is the question necessary?
c. Do respondents have the necessary information?
d. How long is the questionnaire?
e. All of the above are important considerations.
In an attempt to minimize error the researcher would like to keep a error as small as
possible but he recognizes that an extremely low value of a error leads to .
a. low b error
b. the need for large samples
c. large opportunity losses
d. indeterminate b errors
e. large b errors
Which of the following statements is(are) FALSE?
a. One of the difficulties with the measurement of psychological constructs cannot be
seen and directly measured.
b. Conceptual definitions of constructs should precede operational definitions.
c. A construct will be conceptually defined in terms of other constructs in the set.
d. a, b, and c are all false
e. a, b, and c are all true
A researcher collects a small sample and finds that he does not have sufficient evidence
to draw a conclusion. He then makes additional observations and finds this evidence
inconclusive. He continues making observations until a conclusion can be drawn. He is
using
a. random sampling
b. fixed sampling
c. sequential sampling
d. the principle of diminishing utility
e. nonprobability sampling
Multicollinearity is said to be present in a regression problem if
a. the predictor variables are independent.
b. the criterion variables are independent.
c. the criterion variables are correlated among themselves.
d. the predictor variables are correlated among themselves.
e. the error terms are correlated.
Which of the following strategies for handling missing data makes maximum use of the
data?
a. substituting values for the missing data
b. reporting the number of blanks as a separate category
c. eliminating the case with the missing data in analyses using the variable(s) for which
data is missing
d. eliminating questionnaires with missing data
e. none of the above
The field edit ideally occurs
a. as soon as possible after the questionnaire has been administered.
b. before the questionnaire is administered.
c. after tabulating the data.
d. after coding the data.
e. after the interviewing force is disbanded.
Interviewer'‘interviewee interaction errors
a. seldom occur because the respondent rarely tells the interviewer what he thinks the
interviewer wants to hear.
b. occur because interviewer and respondent reflect distinct personalities and different
social roles.
c. are increased when a panel design is used because the interviewer does not make
repetitive contact.
d. occur because people tend to forget.
e. seldom occur in a panel design.
Consider the following scenarios:
SCENARIO A: The research director for a large chain of department stores is interested
in examining the sales of a certain product in a sample of stores located on the west
coast with sales of the product in a sample of stores located along the east coast in order
to determine any differences in sales patterns.
SCENARIO B: The product manager for a large ice cream company believes that sales
of his product in supermarkets greatly depends upon the amount of space given to the
product in the ice cream section and the amount of in'‘store promotion given his
product. To determine if this is the case, the manager collected data from 20
supermarkets.
For which of these scenarios is univariate analysis appropriate?
a. Scenario A
b. Scenario B
c. both Scenario A and Scenario B
d. neither Scenario A nor Scenario B
e. more information is needed
Refusals are a more important source of nonresponse bias than the not'‘
at'‘home problem in
a. personal interviews.
b. mail surveys.
c. telephone surveys.
d. a and b.
e. Not-at-homes are always a more important source of error than refusals.
Which of the following pieces of information can normally NOT be obtained from a
sales invoice?
a. customer name and location
b. transportation used in shipment
c. end use of product sold
d. salesperson responsible for the sale
e. all of the above can normally be obtained from a sales invoice
Which of the following statements is NOT true of an ordinal scale?
a. It has the property of identity.
b. It has the property of order.
c. The mean is an appropriate measure of average.
d. All of the above are true of an ordinal scale.
e. a and c only are not true of an ordinal scale.
Which of the following statements about nominal scales is true?
a. The numbers identify the objects.
b. The numbers order the objects.
c. The median can be used as the measure of average.
d. The mean can be used as the measure of average.
e. a and c are both true.
The feature that distinguishes stratified sampling from other forms of probability
sampling is that
a. only stratified samples involve partitioning the parent population into mutually
exclusive and exhaustive subsets.
b. only stratified samples allow the a priori determination of the probability that any
population element will be included in the sample.
c. only stratified samples make the probability of selection of any population element
equal.
d. only stratified samples involve partitioning the parent population into mutually
exclusive and exhaustive subsets and selecting a simple random sample from each
subset.
e. none of the above.
Which of the following is TRUE about the technical aspects of a research report?
a. The technical sophistication of the report reader should act as a guide for the
technical sophistication of the project.
b. Technical jargon impresses the report reader.
c. The technical capacity of the reader is unimportant as far as the research report is
concerned. Rather, the reader's interest is critical in determining the content of the
report.
d. Both a and b are correct.
e. All of the above are correct.
Which of the following is TRUE?
a. A panel is a permanent or fixed sample of members from whom information is
obtained continuously or at intervals over a period of time.
b. The National Purchase Diary Panel is an example of an omnibus panel in which the
same variables are measured over time.
c. An omnibus panel is a fixed sample of individuals who are measured continuously
(or periodically) with respect to the same information, e.g. purchase diary.
d. A true longitudinal analysis can be performed on data from an omnibus panel.
e. They are all true.
