Multidimensional scaling is concerned with
a. the mapping of perceptions and preferences.
b. the spatial relationship of objective data.
c. the mapping and transformation of distances.
d. the evaluation of the positive and negative aspects of an object.
e. the mapping of a unidimensional concept in space.
The one’‘way tabulation can be used to
a. locate blunders.
b. determine the empirical distribution of a variable.
c. determine the relationship between two variables.
d. a and b.
e. none of the above.
The basic assumption underlying projective methods is
a. that the subject’s organization of unstructured stimuli is indicative of his perceptions
and reactions.
b. that the subject’s organization of structured stimuli is indicative of his perceptions
and reactions.
c. that the subject’s perceptions of social stimuli influence his reactions.
d. that the subject’s organization of stimuli depends on the nature of the stimuli.
e. all of the above.
e The “hit rate” in a confusion matrix
a. indicates the proportion of sample units correctly classified.
b. is estimated by dividing the sum of the diagonal entries by the total number of
individuals in all groups.
c. can only be estimated when there are three or fewer groups.
d. is all of the above.
e. is a and b above.
Which of the following is TRUE of test markets?
a. Simulated test markets are not useful for eliminating weak products before they go to
a standard test market.
b. Electronic test markets, popular in the 1970’s, are now a declining segment of the test
market industry.
c. A prime advantage of simulated test markets is the protection from competitors that
they provide.
d. In a standardized test market the entire test program is conducted by an outside
service.
e. They are all false.
You know that consumers with high incomes show a much greater variability in their
consumption of a given good than those with low incomes. What type of sample would
produce the most efficient estimate of the average consumption per individual?
a. simple random sample
b. disproportionate stratified sample
c. proportionate stratified sample
d. quota sample
e. systematic sample
Which of the following does not affect consumer’s responses to test products?
a. knowledge of the product’s manufacturer
b. the use of brand names on the product
c. the use of the letters A,M, and Z on three products
d. a and b
e. All of the above will affect consumer responses.
Exponential or logarithmic transformations to the predictor and criterion variables are
useful for which of the following reasons?
a. Transformations allow regression analysis when the relationship between predictor
and criterion is not additive.
b. Transformations allow regression analysis when the relationship between predictor
and criterion is nonlinear.
c. Transformations allow regression analysis when the error terms are heteroscedastic.
d. None of the above are valid reasons for transforming predictor and criterion
variables.
e. All of the above are valid reasons for transforming predictor and criterion variables.
A literature search most closely resembles which type of research?
a. causal
b. exploratory
c. experimental
d. descriptive
e. b and c
What are the two main ways in which the prior equality of comparison groups is
established?
a. randomization and statistical regression
b. matching and turnover analysis
c. turnover analysis and cross’‘sectional analysis
d. matching and randomization
e. longitudinal analysis and cross’‘sectional analysis
A research request statement includes all of the following items EXCEPT
a. the scales for the measures.
b. the contemplated actions upon which the research is based.
c. the target population from which a sample will be drawn.
d. an approximation of the time and expense of the research report.
e. how each measure will be used to make the decision at hand.
The decision to use observation methods of data collection requires that the researcher
specify
a. who is to be observed.
b. what aspects of the behavior should be reported.
c. when the observation is to be made.
d. where the observation is to be made.
e. all of the above.
Sampling errors can be decreased by
a. decreasing the number of observations.
b. increasing the sample size.
c. using a randomized experimental design.
d. using a Latin Square experimental design.
e. using a quota sample.
Which of the following is a nonobservation error?
a. A researcher deliberately excludes those under 21 years of age from his survey.
b. In an opinion poll those incarcerated in a state penitentiary are intentionally excluded
from the sample.
c. In an opinion survey, the sample is selected from a mailing list of car registrations.
d. A marketer conducting research for a dog food manufacturer purposely restricts his
sample to dog owners.
e. None of the above are nonobservation errors.
Which of the following pairs is not appropriate for anchoring a semantic differential
scale item in a marketing application?
a. good’‘bad
b. unbelievable’‘believable
c. able to attract attention’‘unable to attract attention
d. fluffy’‘hard
e. all of the above could be used
Annual Income per Person in $
The median income in the above figure is
a. $ 10,000.
b. $ 20,000.
c. $ 30,000.
d. $ 50,000.
e. $100,000.