e Principal components factor analysis seeks to
a. transform a set of interrelated variables into a set of unrelated linear combinations of
these variables.
b. choose the set of linear combinations so that each factor accounts for an increasing
proportion of the variance in the original variables.
c. choose the set of linear combinations so that the factors are uncorrelated with each
other.
d. a and b.
e. a and c.
The condition that occurs when a prior measurement affects the test unit’s response to
the experimental variable is the
a. main testing effect.
b. maturation effect.
c. interactive testing effect.
d. concomitant variation effect.
e. history effect.
The following categories of ages are and , but not :
18’‘24
25’‘34
35’‘44
45’‘54
55 and over
a. closed’‘ended, exhaustive, mutually exhaustive
b. open’‘ended, mutually exclusive, exhaustive
c. closed’‘ended, mutually exclusive, exhaustive
d. exhaustive, mutually exclusive, open’‘ended
e. none of the above
Which of the following methods should not be used for determining attributes to be
used in conjoint analysis?
a. managerial judgment
b. focus groups
c. analysis of insight’‘stimulating examples
d. depth interviews
e. All of the above methods can be used.
Firms conducting a focus group
a. attempt to develop relatively homogeneous groups.
b. attempt to develop relatively heterogeneous groups.
c. heavily recruit previous focus group members.
d. a and c.
e. b and c.
The panel in a longitudinal study
a. is a fixed sample of elements.
b. has periodic additions to replace drop’‘outs.
c. has members that are measured repeatedly.
d. has periodic additions to maintain representativeness.
e. all of the above are true.
Which of the following is TRUE?
a. A study lacking external validity may nevertheless have high internal validity.
b. Internal validity is a matter of degree, whereas external validity either exists or
doesn’t exist.
c. In most experiments we can conclude that the observed response is due to our
experimental manipulations.
d. a and b.
e. a, b, and c.
In a five group discriminant problem, where the groups are equal in size, the mean
discriminant score for each group is Y1 = 13.01, Y2 = 24.65, Y3 = 3.02, Y4 = 8.03, and
Y5 = 42.06.
What is the cutting score between Y1 and Y2?
a. 18.83
b. 16.75
c. 19.02
d. 18.90
e. none of the above
A single group of test units is exposed to an experimental variable and then is observed
once for their response. This is what type of study?
a. a one group pretest’‘posttest study
b. a post’‘experimental study
c. a static group comparison
d. a one’‘shot case study
e. a longitudinal study
A researcher was conducting an investigation to determine if level of education affected
a person’s consumption of alcoholic beverages. The researcher was specifically
interested in determining whether those with a grade school, high school, or college
education were more likely to drink beer, wine, or hard liquor. To investigate the
question the researcher planned to cross-classify these three education levels of
respondents against their preferences for each of these beverages. She estimated that 20
percent of the population of interest had a college education, 70 percent a high school
education, and 10 percent only a grade school education, and further that 40 percent of
the population preferred beer, 40 percent wine, and 20 percent hard liquor. She desired a
minimum of 20 observations per cell on which to base percentages. How large a sample
should she select?
a. 200
b. 250
c. 400
d. 500
e. 100
Which of the following is FALSE? Longitudinal studies
a. employ a fixed sample of elements.
b. measure the same objects at multiple points in time.
c. have periodic additions to replace dropouts.
d. allow turnover analysis when the panel reflects one’‘time measurements of different
variables.
e. all of the above are true.
The criteria by which a report will be judged include all of the following except:
a. complete
b. accuracy
c. conciseness
d. statistical sophistication
e. all of the above are report criteria
The three basic uncorrelated dimensions which account for a large proportion of
variances in the ratings of objects by the semantic differential method are
a. objective, subjective, and indifferent.
b. length, breadth, and width.
c. semantic, pragmatic, and syntactic.
d. cognition, perception, and meaning.
e. evaluation, potency, and activity.
Which of the following is TRUE?
a. The recording of a respondent’s social class using the categories upper, middle, and
lower represents the use of a nominal scale.
b. An ordinal scale can be transformed in any manner possible, provided that the basic
ordering of the objects is maintained.
c. When the scale has an arbitrary zero point, it makes sense to say that A is twice as
much as B.
d. Interval scales possess an absolute zero point whereas ordinal scales do not.
e. They are all false.
In a five group discriminant problem, where the groups are equal in size, the mean
discriminant score for each group is Y1 = 13.01, Y2 = 24.65, Y3 = 3.02, Y4 = 8.03, and
Y5 = 42.06.
To determine the “hit rate” in a matrix of actual vs. predicted classifications, the analyst
should focus most of his/her attention on the
a. individual column totals.
b. individual row totals.
c. both the individual column and row totals.
d. total number of subjects in the diagonal of the matrix.
e. average of the column totals.
The groups of a four’‘group’‘six’‘study design that are measured both before and after
the introduction of the experimental stimulus are
a. the two experimental groups.
b. the first experimental group and the second control group.
c. the first control group and the second experimental group.
d. all four groups.
e. the first experimental and control groups.
In a before-after with control group design
a. the experimenter can arbitrarily assign test units to the experimental and control
groups once they are randomly selected from the population.
b. the error due to extraneous factors can be measured by O4 – O3.
c. the main testing effect operates, making the design a less than ideal experimental
procedure.
d. it is possible to estimate the size of the interactive testing effect.
e. They are all false.
Which of the following is FALSE?
a. Estimates of reliability take into account the systematic and variable errors associated
with the use of any measuring instrument.
b. A reliable measure may or may not be valid.
c. If a measure (Xo) is not reliable, it cannot be valid because it must then contain an
error item.
d. The stability assessment of the reliability of a measure concerns the extent to which
the different instruments applied to the same individuals at the same time yield
consistent results.
e. a and d.
Research problems arise from
a. unanticipated change in the marketing environment in the form of competitor
initiatives.
b. a firm’s planned change of a marketing variable.
c. customer complaint letters.
d. a and c.
e. a, b and c.