Which of the following can NOT be used to correct for the nonresponse bias introduced
by designated respondents refusing their participation?
a. The initial response rate can be increased.
b. The impact of refusals can be reduced through follow’‘up.
c. The obtained information can be extrapolated to allow for nonresponse.
d. The sample size can be increased.
e. All of the above can be used.
TABLE
Family Size and Ownership of a VCR by Household
(Figures in millions of households)
___________________________________________________________
Family OWN A VCR
Size Yes No TOTAL
___________________________________________________________
Less than 4 10 38 48
4 or more 24 28 52
____________________________________________________________
TOTAL 34 66 100
____________________________________________________________
The most appropriate way to calculate percentages in the above table to reflect cause
and effect is
a. by dividing each of the entries by 100.
b. by dividing 48 and 52 by 100.
c. by dividing 34 and 66 by 100.
d. by dividing entries in the first row by 48 and those in the second row by 52.
e. by dividing entries in the first column by 34 and those in the second column by 66.
The is a device that provides the researcher timing control over a visual stimulus.
a. galvanometer
b. eye camera
c. tachistoscope
d. videocart
e. none of the above
In assessing awareness, a marketer might be interested in knowledge of
a. the product itself.
b. where the product is available.
c. what the product is used for.
d. the price of the product.
e. all of the above.
Which of the following has NOT been used to measure attitude?
a. observation of behavior
b. indirect techniques
c. physiological reactions
d. performance of objective tasks
e. all of the above have been used to measure attitude.
Which of the following questions do you think would be the easiest to code?
a. What are the three characteristics that you find most pleasing when using product X?
b. Have you ever used product X? yes no
c. What religious denomination do you consider yourself?
d. Please specify the type of television set in your home.
e. How do you feel about commercials on children’s TV shows?
The computer output of a conjoint analysis provides which of the following?
a. the respondent’s preference for each object or brand.
b. the respondent’s perception of each object or brand.
c. the respondent’s utility for each attribute or product feature.
d. the mapping of perceptions and preferences.
e. none of the above.
Which of the following is FALSE?
a. Marketers have often failed to engage in scale purification procedures when
designing semantic differential scales.
b. Some semantic differential scale items should be reversed so that respondents can
more easily complete the scales.
c. A snake diagram can readily communicate the perceived position of one or more
objects based on semantic differential scale items.
d. As with a Likert scale, the semantic differential scale allows a respondent to express
the intensity of his or her feeling toward an object.
e. Scale purification procedures for semantic differential scales are like those for
summated rating scales.
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.
Which of the following statistical procedures is NOT appropriate for use with Scenario
A?
a. t’‘test
b. analysis of variance
c. z’‘test
d. all of the above would be appropriate
e. none of the above would be appropriate.
In a five variable two group discriminant analysis, the following weights were derived:
V1 = .561, V2 = .030, V3 = .049, V4 = .701, V5 = ‘‘.021. The corresponding pooled
standard deviations are S1 = 4.60, S2 = 1.23, S3 = 10.40, S4 = 13.23, and S5 = 8.30. For
individual 1, the values for the four variables were X1 = 10, X2 = 3, X3 = 25, X4 = 36,
and X5 = 42.Individual 1’s standardized discriminant score is
a. 363.08.
b. 365.21.
c. 372.53.
d. 380.47.
e. 392.03.
The two types of experiments that can be distinguished are
a. laboratory and survey.
b. laboratory and field.
c. field and survey.
d. survey and ex post facto.
e. ex post facto and cross sectional.
Test’‘retest reliability basically involves the determination of
a. coefficient alpha.
b. coefficient of equivalence.
c. coefficient of stability and equivalence.
d. coefficient of homogeneity.
e. coefficient of stability.
Hours of Study and Grades Received on Test for 100
Undergraduate StudentsRESULTS FOR
MEN: Hours of Study
Grade Received 5 or less 6 or more Total A
6 14 20 B 18
12 30 Total 24 26
50RESULTS FOR WOMEN: Hours of
Study Grade Received 5 or less 6 or more
Total A 8 16
24 B 16 10
26 Total 24 26
50TOTALS: Hours of
Study Grade Received 5 or less 6 or more
Total A 14 30
44 B 34 22
56 Total 48 52 100
For all individuals (men and women combined), how much does studying six or more
hours impact the possibility of making an “A” over studying five hours or less?
a. 29%
b. 16%
c. 36%
d. 58%
e. none of the above
An estimate that is within plus or minus $3.00 of the median value is an example of
a. relative precision.
b. absolute precision.
c. multiple precision.
d. statistical precision.
e. a and d.
Focus groups are useful for which of the following purposes
a. generating hypotheses.
b. generating information helpful in structuring questionnaires.
c. gathering background information on a product category.
d. a and c.
e. a, b, and c.
Which of the following do NOT impact an individual’s ability to remember information
sought by a researcher?
a. the presence or absence of stimuli that assist in remembering an event
b. the importance of the event to be remembered
c. the length of time since the event to be remembered occurred
d. all of the above impact an individual’s ability to remember information
e. b and c only