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When the scale type in nominal, the appropriate measure of central tendency is_____.
When the scale type is interval or ratio, the appropriate measure of central tendency
is_________.
a. Mode; mean
b. Median; mean
c. Mean; mode
d. Mean; median
e. Mode; median
Refer to Scenario 17.1. What is the modal number of televisions owned by the
households in the sample?
a. 2
b. More than 3
c. 1
d. 3
e. Can't be determined from the table.
The question "How much was the price per gallon of gasoline when you last purchased
it at a full-service service station?" should be avoided because it
a. is beyond the respondent's ability or experience.
b. uses a specific example to represent a general case.
c. asks respondents for specifics when only generalities are likely to be remembered.
d. is a double barreled question.
e. There is nothing wrong with the question.
Which of the following is a probability sample?
a. Quota sample
b. Convenience sample
c. Cluster sample
d. Judgment sample
e. Snowball sample
The ordinal scale represents a higher level of measurement than the nominal scale in
that
a. the assigned numerals serve to identify the objects.
b. the magnitude of the differences in the objects is shown.
c. the assigned numerals represent the order as well as identifying the object.
d. it has a natural zero.
e. it has an arbitrary zero.
Carters, a marketer of children apparel, knows that as girls increase in age, their dress
size tends to get larger. This is an example of a causal type of relationship.
a. True
b. False
Which source of standardized marketing information uses demographic considerations
to classify residential neighborhoods?
a. Nielsen's PRIZM
b. NPD Group's online diary panels
c. Arbitron
d. GfK Group's Starch
e. Nielsen's Digital Voice
A sample where the respondent provides the names of other potential respondents is
called a(n)
a. judgment sample.
b. snowball sample.
c. quota sample.
d. accidental sample.
e. probability sample.
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. Both b and c.
Which of the following statements is TRUE?
a. For most surveys, overcoverage is more common than noncoverage. b. Noncoverage
error is not a problem in every survey.
c. Noncoverage bias can be reduced by increasing the sample size.
d. Families with several phone listings have a lower probability of being included in the
sample than do sampling units with one listing.
e. All of the above statements are false.
