Which statistical technique should you use to answer the question: “Is there a
significant relationship between education level (a four-category ordinal variable) and
whether or not consumers are aware that Firestone is a brand of tires?”
a. Multiple regression analysis
b. Pearson correlation coefficient
c. Chi-square test
d. Simple regression analysis
e. None of the above.
As defined in the text, measurement consists of a. the assignment of numbers
(representing quantities of attributes) to objects or events according to rules. b. using a
given scale to make comparisons. c. determining the frequency of a particular attribute.
d. assigning numbers solely for identification purposes. e. numbers which can be
assigned to the physical properties of objects.
An advertiser wishes to compare readership scores for a particular ad against other ads
in the same issue of a magazine. A good way to do this would be to use:
a. Nielsen’s Digital Voice
b. Starch Readership Reports
c. comScore’s Mobile Metrix
d. Flurry
e. There is no good way to do this
Generating primary data is generally a process.
a. Time consuming, inexpensive
b. Quick, expensive
c. Quick, inexpensive
d. Time consuming, expensive
e. None of the choices above are correct
It is possible to produce frequencies for
a. nominal measures only.
b. ordinal measures only.
c. categorical measures only.
d. any variables in a study.
e. Both a and b.
The problem of nonresponse due to refusals to participate is usually
a. lower with personal interviews than with either telephone interviews or
mail-administered questionnaires.
b. lower with mail questionnaires than with telephone or personal interviews.
c. lower with telephone interviews than with mail questionnaires or personal interviews.
d. the same no matter what communication method is used.
e. None of the above are true.
You would like to determine the demographic characteristics of owners of personal
watercraft. The appropriate research strategy is:
a. analysis of insight-stimulating examples.
b. exploratory research.
c. descriptive research.
d. field experiment.
e. laboratory research.
The question, “How would you judge the price and quality of this product?” is
a. double-barreled.
b. leading.
c. contains an implied alternative.
d. contains an implied assumption.
e. forces generalization on the part of the respondent.
When a sample mean is compared against a standard for a large sample, which statistic
is calculated?
a. t
b. p
c.
d. s
e. z
Which of the following is problematic when conducting telephone interviews in the
U.S.?
a. Caller ID
b. Answering machines/Voicemail
c. Do not call list
d. Unlisted numbers
e. All of these are problematic.
The Taco Hacienda chain of fast food restaurants has clearly defined the decision
problem it will address in a marketing research project. As it prepares for the data
collection phase of the project, a good first place to look for data might be:
a. From a primary data collection initiative, such as a customer survey.
b. From an external source, such as the Fast Food Franchise Association. c. From the
corporate Decision Support System.
d. All of these are appropriate places to begin the data collection effort.
e. None of these are appropriate places to begin the data collection effort.
Which of the following is FALSE?
a. It is not difficult to estimate the size and effects of nonsampling errors. b. Reduction
of nonsampling error depends on improving method.
c. Nonsampling errors are not as manageable as sampling errors.
d. Nonsampling errors arise from weaknesses in research procedure. They are likely to
increase with increases in the sample size.
e. Nonsampling errors contribute more than sampling errors to total error in most
surveys.
With secondary data, who incurs the expense of collecting it?
a. The user of the secondary data
b. The government
c. No one – secondary data by definition is always free.
d. Taxpayers.
e. The original compiler of the information.
Electronic devices, which when attached to a participant’s television set indicate not
only when the set is turned on and to which channel but also who in the household is
watching, are called___________
a. Audiometers.
b. People meters.
c. Optical scanners.
d. Eye cameras.
e. Galvanometers.
You have a need to determine if a respondent is actually a member of the population
being studied. Which type of question would you use to do that?
a. Open-ended question
b. Leading question
c. Filter question
d. Dichotomous question
e. Double-barreled question
In general, when using itemized-rating scales, using five to nine categories works best.
a. True
b. False
Lower response rates generally suggest fewer problems with nonresponse bias.
a. True
b. False
There is no risk of being led to the wrong conclusion when reading pictograms.
a. True
b. False
The electrical resistance of the skin associated with sweating that accompanies
emotional arousal is measured by a(n)
a. A galvanometer.
b. An eye camera.
c. An opthalomograph.
d. An audiometer.
e. None of the above
Refer to Scenario 12.1. Which of the following statements is FALSE?
a. The scale used is likely to be at least as reliable as a ten-item scale since a ten-item
scale is more likely to inadvertently tap into constructs other than warmth.
b. If Joe and Perry had viewed the commercial and listened to instruction together at the
same time, and then had completed the scales, at least one source of variation might
have been greatly reduced.
c. It is possible that Perry’s lower score might have resulted from accidentally checking
the wrong response.
d. Some relatively stable characteristic of an individual, such as Perry’s unwillingness to
share the actual intensity of his feelings, might have contributed to the difference in the
two scores.
e. Joe did not necessarily have “warmer” feelings toward the ad than Perry.