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Which of the following is TRUE?
a. Age is an example of a ratio scale.
b. The number of children in the family is an example of an interval scale.
c. Brand names of automobiles owned is an example of an ordinal scale.
d. A person's monthly gasoline expenditure in dollars is an example of a ratio scale.
e. a and d.
The steps necessary to perform a cluster sample of Dove Bar Milk Chocolate
consumers are
a. perform a census of two systematically chosen strata.
b. divide the consumers into separate groups on the basis of age categories (e.g., <18,
19-24, 25-34, 35-44, 45-64, 65+).
c. perform simple random sampling in all the strata.
d. randomly choose two age categories and interview all or some of those consumers.
e. b and d.
Which of the following is TRUE?
a. In the randomized response model, the interviewer must know which question is
being answered to determine how many people answered the sensitive question in the
affirmative.
b. Behavior can be linked to demographic characteristics when using the randomized
response model.
c. Recall loss is a term used to describe the situation in which respondents, for whatever
reasons, forget important events that have occurred recently.
d. Generally speaking, the more a respondent has to work to provide an answer to a
researcher's question, the higher the quality of the answer.
e. They are all false.
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. a and c only
e. All of the above might be appropriate.
σP = √ π(1 - π)/n is the
a. proportion of successes in n trials.
b. level of precision.
c. standard error of the proportion.
d. unbiased estimate of the population proportion.
e. standard error of the mean.
Which of the following are examples of secondary data (as contrasted with primary
data)?
a. Demographic information (birth, age, marriage, income, etc.) collected from a sample
of respondents as a part of market segmentation study for a prominent grocery chain.
b. Housing data (tenure, race of occupants, year built, etc.) as reported in the Journal of
Marketing and later used by a researcher working on a project for a construction
company.
c. Housing data especially collected from a sample by a researcher working on a project
for a construction company.
d. Consumer attitudes as measured by an attitude questionnaire designed and used by a
researcher investigating a model of consumer behavior.
e. None of the above.
Which of the following is a disadvantage to using a banner table instead of a traditional
cross tabulation?
a. They may hide relationships in which it is necessary to consider several variables
simultaneously.
b. They make it difficult to probe alternative explanations as to what might be
producing certain results.
c. It is more difficult to detect data errors due to improper coding or editing.
d. a and c only
e. All of the above are disadvantages to using a banner table.
Which formula is appropriate for estimating the value of the z'‘statistic when
the population variance (σ) is known (where x is the sample mean, σµ represents the
population mean, and s_ is the standard error of the mean.
If the sum of squares for the error term in this example is 1,050, what is the calculated F
ratio?
a. 30
b. 1.40
c. 0.70
d. 1.12
e. The F ratio cannot be calculated with the information provided.
Which of the following statements concerning causation and association is true?
a. If association is found, it means that one variable clearly causes the other.
b. Absence of association implies the absence of causality.
c. Causation can be clearly established by experimental as well as descriptive studies.
d. Causation requires association.
e. All the statements are false.
When sampling from lists, three problems are commonly encountered: both ineligibles
and duplicates are included on the list, while some members of the target population are
excluded. These are examples of
a. coverage errors.
b. response errors.
c. data collection errors.
d. office processing errors.
e. sampling errors.
Which of the following statements are NOT true of structured'‘undisguised questions?
a. Typically, responses as well as questions are standardized.
b. They tend to be less reliable than other question types because answers may not
reflect the true state of affairs.
c. Providing alternative responses sometimes helps to make the question clear.
d. The use of fixed alternatives sometimes prompts a respondent to provide a response
even when he or she has no opinion.
e. All of the above are true.
The assessment of attitudes by noting consumers' facial expressions when examining a
new product involves the assumption that
a. a consumer's reaction is, to a large extent, determined by his personality.
b. consumer behavior is largely determined by stimulus'‘response mechanisms.
c. a consumer's behavior is in part determined by his attitude, and that attitudes can be
inferred from behavior.
d. behavior changes attitudes.
e. observations of behavior will lead to accurate assessment of attitudes when
experienced observers are used.
With an interval scale
a. we cannot compare the absolute magnitude of numbers.
b. we cannot state that the difference between .25 and .50 is the same as the difference
between 37.75 and 38.00.
c. there is no zero point.
d. the median and mode, but not the mean are meaningful measures of average.
e. They are all false.
To compare three means in an analysis of variance (ANOVA), what form(s) of variance
must be estimated?
a. the average of within and between group variance
b. within'‘group variance
c. between group variance
d. all of the above
e. b and c above
a The mean discriminant score can be calculated by
a. substituting the mean of each variable in the desired discriminant function.
b. substituting the mean of each variable multiplied by the pooled variance.
c. taking the square root of the cutting score.
d. squaring the cutting score.
e. a and c above.
Which of the following is FALSE?
a. Test-retest reliability is typically measured by the degree to which the scores obtained
from the same individuals on two different occasions correlate.
b. If an item lacks correlation with other scale items measuring the same construct there
is evidence that the item does not belong and should be deleted.
c. In the development of measures of marketing constructs, it is crucial that the measure
be purified before data are initially collected.
d. The assessment of the reliability of a measure is useful in the process of purifying an
original set of items.
e. If a set of items all measure the same construct, the responses to the items should be
correlated.
Which of the following statements concerning discriminant analysis is FALSE?
a. Discriminant analysis is useful in marketing for examining differences between
groups.
b. In discriminant analysis the dependent variable is a dichotomy or multichotomy,
whereas in regression it is typically interval scaled.
c. A two-group discriminant analysis can be transformed into a regression problem
simply by using a 0/1 dummy code for the dependent variable.
d. The degree of correlation among predictors is of concern in both discriminant and
regression analysis.
e. The criterion that is satisfied in solving for the discriminant function is the
maximization of the ratio of within-group variation to between-group variation.
A market test
a. is done in a limited but carefully selected part of the marketplace.
b. aims to predict the sales or profit consequences of a proposed marketing action.
c. is not an experiment.
d. is a and b.
e. is b and c.
Which of the following are required to determine the sample size necessary to estimate
a population mean?
a. knowledge about or an estimate of the population variance
b. statement of the degree of precision desired
c. statement of the degree of confidence desired
d. b and c
e. a, b, and c
An experience survey
a. requires interviewing only those people with a great amount of experience or
knowledge.
b. is designed to obtain an accurate picture of current practices.
c. requires the researcher to contact all possible sources of information.
d. should be conducted in a formal, structure manner.
e. should emphasize developing tentative explanations.
Which of the following is FALSE?
a. When using the funnel approach to questionnaire design, the researcher will start
with broad questions and progressively narrow the scope of further questions.
b. Classification information is the heart of the survey and is so called because it will be
classified into the appropriate categories of the dummy tables.
c. Basic information should be secured first and classification information last.
d. In dealing with sensitive issues when designing a questionnaire, the preferred
alternative is to avoid these types of questions altogether, if at all possible.
e. One way of dealing with sensitive questions is to hide them in a group of more
innocuous questions.
