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When an interactive testing effect is likely to be present, which type of experimental
design should be used?
a. the before'‘after with control group design
b. the one'‘shot case study design
c. the four'‘group'‘six'‘study design
d. a time series design
e. the static group comparison design
The Thematic Apperception Test is:
a. a series of copyrighted pictures.
b. an example of verbal association techniques.
c. an example of a story'‘telling technique.
d. a and c above.
e. a and b above.
The independent variable in the study is
a. samples of cheese.
b. people receiving the free samples.
c. discount coupon use.
d. coupon redemption rate.
e. purchases of cheddar cheese measured by the number of coupons redeemed.
Which of the following is NOT consistent with the definition of marketing research?
a. The definition is broad.
b. The definition stresses the importance of activities conducted in order to understand
the process of marketing.
c. The definition emphasizes the function as a link between consumers and the firm.
d. The definition states that marketing research is focused on collecting data specified
by someone else.
e. Neither b nor d is consistent with the definition.
Which of the following statements is true?
a. A sampling distribution is the probability distribution of elements from a particular
sample.
b. The standard error of the mean is the standard deviation of the sampling distribution
of sample means.
c. The sampling distribution of the mean is another name for the frequency distribution
that results from a single sample.
d. The sampling distribution of the mean is another name for the distribution of means
corresponding to the samples that could be drawn under the specified sampling plan.
e. Both b and d are true.
The numbers refer to the measure of similarity between object A and the other objects,
B, C, and D.
With the complete linkage method of clustering objects, the criterion value at which A
would be allowed to join cluster BCD is
a. .617.
b. .484.
c. .372.
d. .491.
e. .428.
Report inaccuracies come from
a. brief reports.
b. illogical reasoning.
c. mishandling of data.
d. a and b.
e. b and c.
The first step in designing a questionnaire is to
a. determine the type of questionnaire and method of administration.
b. specify what information will be sought.
c. determine the content of individual questions.
d. determine the form of response to each question.
e. determine the wording of each question.
Which of the following types of charts are used for similar purposes?
a. pie chart and one'‘scale bar chart
b. line chart and two'‘scale bar chart
c. stratum chart and divided bar chart
d. a and b
e. a, b, and c
Which of the following is NOT a formula for computing the coefficient of
determination?
Explained variation
a. r2 = 1'‘ Total variation
Total variation '‘ Unexplained variation
b. r2 = Total variation
Unexplained variation
c. r2 = 1'‘ Total variation
Explained variation
d. r2 = Total variation
e. All of the above are formulas for computing the coefficient of determination.
A p value of 0.01 means
a. the odds are only 1 in 100 of getting the results simply by chance.
b. there is only a 1% chance that the results are incorrect.
c. there is a probability of 1 in 100 that this result would occur if the null hypotheses
were true.
d. all of the above are true.
e. none of the above are true.
Mary Marsh, head aerobic instructor at Tuff-it-Out Fitness Centers, wanted to estimate
the proportion of all 19-39 year olds who aerobically exercise at least once each week.
Mary would like the estimate to be within plus or minus 3 percentage points of the
mean and she would like to have 90 percent confidence (z=1.645) in her results.
Suppose in the original problem (90 percent confidence interval and z=2) the researcher
needed an estimate that was accurate within plus or minus 5 percent of the population
proportion. The required sample size is
a. 3.
b. 26.
c. 174.
d. 187.
e. 260.
Which of the following is NOT an example of the observation method of obtaining
data?
a. The researcher classifies people into social class strata by personally rating the
furniture in their homes via on'‘site visits.
b. An attitude researcher obtains people's reaction to a product display by showing them
the display and then conducting depth interviews with the respondents.
c. A researcher assesses the popularity of various museum exhibits by noting tile wear
in front of each exhibit.
d. A researcher notes the sex and race of each person making a purchase during a
special sale.
e. All of the above are examples of the observation method.
Split'‘half reliability as typically applied is a measure of
a. the internal consistency of the scale.
b. relatively stable characteristics of the individual which affect his score.
c. the simultaneous correlations of all the items.
d. stability and equivalence.
e. none of the above.
The customer information module of a DSS system typically includes all of the
following EXCEPT
a. who uses the product.
b. where the customer buys the product.
c. unemployment information.
d. how often the customer buys the product.
e. when the customer uses the product.
