In general, the most productive source of internal secondary data for marketing research
problems is
a. the firm’s Annual Report.
b. warranty registration cards.
c. the sales invoice.
d. salesperson’s call reports.
e. individual customer records.
Which of the following is NOT a step in the typical hypothesis testing procedure?
a. specifying the null and alternative hypotheses
b. choosing an appropriate statistical test
c. specifying the significance level for the test
d. determining the probability of the test statistic under the null hypothesis
e. all of the above are steps in the typical hypothesis testing procedure
Which of the following is TRUE?
a. An advantage of scales is that a great deal of information can be secured from the
respondent in a short period of time.
b. Item nonresponse is the group of respondents who refuse to participate in the survey
being conducted.
c. Once a good set of questions has been developed, it is of little consequence as to the
order they are asked on the questionnaire.
d. a and b.
e. a, b, and c.
A researcher determined the size sample necessary to estimate two population means Y
and Z. The indicated sizes were 200 to estimate Y and 300 to estimate Z with the
specified degrees of confidence and precision. The researcher decided therefore to use a
sample of size 250. Assuming the estimates of the population standard deviation were
correct if
a. the estimate of Y is more precise than desired while that for Z is less precise than
desired.
b. the estimate of Y is less precise than desired while that for Z is more precise than
desired.
c. Y is estimated with exactly the specified degree of precision while Z is estimated less
precisely than desired.
d. Z is estimated with exactly the specified degree of precision while Y is estimated less
precisely than desired.
e. Both Y and Z are estimated with the exact specified degree of precision.
The advantages of stratified over simple random sampling include
a. stratified sampling ensures adequate representation from each stratum of interest.
b. stratified sampling can produce more precise sample statistics.
c. stratified sampling allows for the comparison of variables between strata.
d. b and c.
e. all of the above.
Calories Consumed Weight of Adult Male in Pounds
per Day <119 120’‘199 >200 Total
__________________________________________________________________
<1499 16 20 4 40
1500’‘2999 4 90 16 110
>3000 0 10 40 50
__________________________________________________________________
Total 20 120 60 200
Suppose that you are predicting the number of calories consumed by adult males by the
weight of adult males. Calculate the index of predictive association.
a. 0.00
b. 0.44
c. 1.00
d. 0.40
e. none of the above
Which of the following about nominal data is TRUE?
a. Possible operations with nominal scales are few, but due to the fact that the properties
of “greater than” or “less than” apply, the addition of numbers is permissible.
b. The median is an appropriate measure of central tendency with nominal data.
c. A nominal scale is associated with the concept of order.
d. Computing the median is an unacceptable statistical operation when one is dealing
with nominal data.
e. They are all false.
The BEST way to handle missing items when analyzing the data is to:
a. leave the item blank and report the number blank as a separate category
b. eliminate the case with the missing item in analyses using the variable
c. substitute values for the missing item
d. a and b
e. there is no single best way for handling missing items but rather their treatment
depends on the purpose of the study, the incidence of missing items, and the methods
that will be used to analyze the data
Which of the following is FALSE?
a. The field edit is primarily designed to detect the most glaring errors and omissions.
b. The only purpose of the field edit is to check the questionnaires or observational
forms for completeness.
c. The purpose of analysis is to generate meaning from the collected data.
d. Editing involves the inspection and correction, if necessary, of each questionnaire or
observation form.
e. The central office edit depends less on follow-up and more on deciding explicitly
what to do with the data.
A researcher is considering drawing a sample of size n from a negatively skewed parent
population with a mean, u, and variance σ2; he should realize that n is ___, the sample
mean x is ___ distributed with mean x and variance σ 2/n (assuming the sample
represents a small proportion of the population).
a. small; normally
b. large; normally
c. small; binominally
d. large; binominally
e. none of the above
Which of the following is FALSE?
a. Problem-solving marketing research focuses only on short-term marketing decisions
with respect to the marketing mix elements.
b. An attempt to determine the most efficient allocation of funding to various
promotional activities is an example of marketing research.
c. A survey designed to identify the characteristics of light, average, and heavy users of
detergent is an example of marketing research.
d. a and b.
e. a, b, and c.
The contact rate can be used to
a. compare the performance of interviewers.
b. measure the interviewer’s persistence in making a contact.
c. measure the wisdom the interviewer displays in scheduling a callback.
d. do a and b.
e. do a, b, and c.
Which of the following does not impact the type of scales needed in a research
situation?
a. the planned method of administration of the questionnaire
b. the number of questionnaires to be distributed
c. the nature of the problem
d. the characteristics of respondents
e. All of the above impact the type of scale
Simulated test markets
a. provide protection from competitors.
b. are good for assessing trial and repeat purchase behavior.
c. are faster and cheaper than standard market tests.
d. are good for estimating likely competitive reaction.
e. a, b and c.
For large samples, use of the normal curve rather than the t distribution typically results
in
a. larger confidence intervals.
b. significantly more computations on the part of the researcher.
c. no difference in the width of the confidence intervals.
d. smaller confidence intervals.
e. b and c above.
The method of summated ratings
a. does not require a screening or judgment sample as does the method of
equal’‘appearing intervals.
b. not only requires a screening sample but further requires the screening sample to be
representative of the larger group of subjects of interest.
c. requires the analyst to classify each statement a priori as favorable or unfavorable.
d. a and c.
e. b and c.
Which of the following is FALSE?
a. A research design is the framework for a study that serves as a basis for the collection
and analysis of data in such a way that the study will be relevant to the problem and
will use economical procedures.
b. It is impossible to do research without a research design.
c. A research design ensures that a study will be relevant to the decision problem at
hand.
d. The crucial tenet of research is that the research design should stem from the problem
at hand.
e. They are all true.
Which of the assumptions listed below are necessary, in order for the coefficients in a
partial regression equation to be interpreted as the average change in the criterion
variable associated with a unit change in the appropriate predictor variable holding
other predictor variables constant?
a. The predictor variables must be correlated.
b. The variance among predictor variables must be equal.
c. The criterion variable must be normally distributed.
d. The predictor variables must be uncorrelated.
e. None of the above are necessary assumptions.