In the case of conducting thet-test on the means of two samples of observations, the
samples can be independent or paired.
According to the text, the Nielsen Co. was recognized as the largest global research
firm based on global research revenues.
An approach for assessing reliability, which requires two equivalent forms of the scale
to be constructed and then measures the same respondents at two different times using
the alternate forms, is called alternative-form reliability.
Central office control involves tabulating the responses to important demographic
characteristics and key questions.
Advantages of using computer-assisted personal interviewing to collect research data
include good response rates and low potential for interviewer bias.
Basic information is the most important aspect of a marketing research study.
In the third-person technique, the respondent is presented with a verbal or visual
situation and asked to relate the beliefs and attitudes of a third person to the situation.
Statistical techniques appropriate for analyzing data when there is a single measurement
of each element in the sample are called univariate techniques.
If a neutral or indifferent scale response is possible for at least some of the respondents,
an even number of categories should be used.
A focus group typically consists of eight to twelve participants.
Problem-identification research is the more common of the forms of research and is
undertaken by virtually all marketing firms.
Conclusive research should be used when management realizes a problem exists but
does not yet understand why.
According to the text, every table should have a number and a title.
Unexpectedly low response rates should be reported to the client.
Survey questionnaires may be administered in four major modes: (1) telephone
interview, (2) personal interviews, (3) mall interviews, and (4) electronic interviews
(Figure 7.4 in text).
Quota sampling is an example of a commonly used probability sampling technique.
To the extent possible, interviewers should be selected to emphasize a higher income
class than respondents, since this increases the probability of a successful interview.
A frequency distribution that depends on two sets of degrees of freedom is called an F
distribution.
Unsatisfactory responses from collected data may be discarded when the proportion of
unsatisfactory respondents is 20 percent to 30 percent.
Test-retest reliability is an approach for assessing reliability in which respondents are
administered identical sets of scale items at two different times under as nearly
equivalent conditions as possible.
The range into which the true population parameter will fall, assuming a given level of
confidence, is called the sampling distribution.
Pride is the interviewer characteristic described as “empathizes with a respondent and
tailors the presentation accordingly.”
A univariate hypothesis test using the standard normal distribution is called the F-test.
Randomization is the preferred method for controlling extraneous variables.
A structured questionnaire is given to a sample of a population and is designed to elicit
specific information from respondents when using the survey method.
A review of the questionnaires with the objective of increasing accuracy and precision
is called editing.
Verifications of product movement by examining physical records or performing
inventory analysis are characteristics of audits.
The first step in the report preparation and presentation process is problem definition.
39. The chi-square statistic can be estimated on counts of data or on percentages.
The null hypothesis refers to a specified value of the population parameter, not a sample
statistic.
The recording of behavioral patterns of people, objects, and events in a systematic
manner to obtain information about the phenomenon of interest is called observation.
Interviewer bias is defined as the error due to the interviewer’s not following the correct
interviewing procedures.
A ratio scale is the highest level of measurement and allows the researcher to identify or
classify objects, rank order the objects, and compare intervals or differences.
A projective technique, in which respondents are presented with a list of words, one at a
time, is called “word association.”
Which of the following is NOT an issue that would be addressed in a management
decision problem?
A) Should the advertising campaign be changed?
B) Should the price of the product be changed?
C) Determine the impact on sales and profits of various levels of price changes.
D) What can a company do to expand its share of its product category?
E) B and C
________ refers to an extraneous variable attributable to the improper assignment of
test units to treatment conditions.
A) Instrumentation
B) Statistical regression
C) Selection bias
D) none of the above
The ________ is a preexperimental design in which a group of test units is measured
before and after exposure to the treatment.
A) one-shot case study
B) one-group pretest-posttest design
C) random group
D) static group
E) before-and-after study
The first step in the report preparation and presentation process is ________.
A) data analysis
B) problem definition
C) recommendations
D) research follow-up
E) interpretations, conclusions, and recommendations
Which of the following types of research design should be used when management
realizes a problem exists but does not yet understand why?
A) conclusive research
B) exploratory research
C) descriptive research
D) causal research
E) expeditionary research
An attractive way of illustrating trends and changes over time is to use a ________.
A) bar chart
B) histogram
C) line chart
D) pie chart
E) streamline
According to the text, samples drawn randomly from different populations are termed
________.
A) dependent samples
B) parallel samples
C) exclusive samples
D) independent samples
E) divergent samples
A test for differences in the means of paired samples is called the ________.
A) paired samplest-test
B) paired samples F-test
C) paired samples p-test
D) paired samples z-test
E) paired samples ratio test
Which of the following models are often a summary or restatement of the main points
of the theory?
A) graphical models
B) mathematical models
C) verbal models
D) technological models
E) provisional models
Results of crowding questions include all of the following EXCEPT:
A) respondents give shorter answers to open-ended questions.
B) increase in data tabulation errors.
C) questions appear more complex.
D) none of the above
E) A, B, and C
The target population should be defined in terms of all of the following EXCEPT:
A) elements.
B) cost.
C) sampling units.
D) time frame.
E) extent.
________ is a method of handling missing values in which for each calculation or
analysis, only the respondents with complete responses are considered.
A) Casewise deletion
B) Pairwise deletion
C) Alternate deletion
D) Concurrent deletion
E) B and D
Thet statistic is calculated by assuming that all of the following exists EXCEPT:
A) the variable is normally distributed.
B) the mean is known.
C) the population variance is estimated from the sample.
D) the sample size is large.
E) C and D
All of the following represent examples of sources of secondary data EXCEPT:
A) trade organizations.
B) the Bureau of Census.
C) the Internet.
D) A and B
E) survey data.
________ collect data on the same set of variables at regular intervals, each time
sampling from a new group of respondents.
A) Periodic surveys
B) Panel surveys
C) Shared surveys
D) Parallel surveys
E) Regular surveys
Which of the following is the last stage of the data preparation process?
A) questionnaire checking
B) coding
C) data cleaning
D) transcribing
E) selecting a data analysis strategy
________ is a statistical procedure for analyzing associative relationships between a
metric dependent variable and one or more independent variables.
A) Regression analysis
B) Covariance analysis
C) Deviation analysis
D) Correlation analysis
E) Functional linear analysis
Pairwise deletion may be appropriate when all of the following conditions are present
EXCEPT:
A) the sample size is large.
B) there are few missing responses.
C) the variables are not highly related.
D) the sample size is small.
E) C and D
A comparative scaling technique in which a respondent is presented with two objects at
a time and asked to select one object in the pair according to some criterion is called
________.
A) rank order scaling
B) paired comparison scaling
C) constant sum scaling
D) semantic differential scaling
E) semantic meaning scaling
A type of construct validity that assesses the extent to which a measure does not
correlate with other constructs from which it is supposed to differ is called ________.
A) convergent validity
B) discriminant validity
C) nomological validity
D) content validity
E) Type I validity
The interviews conducted by Procter & Gamble on Olay Beauty Bar, where the
respondents actually washed their hands and face with the bar in a test area before
responding to a survey falls under which of the following categories?
A) traditional telephone interviews
B) computer-assisted telephone interviewing
C) personal in-home interviews
D) mall-intercept personal interviews
E) computer-assisted personal interviewing (CAPI)
________ is an unstructured, exploratory research methodology based on small
samples, which provides insights and understanding of the problem setting.
A) Quantitative research
B) Qualitative research
C) Experimental research
D) Hypothetical research
E) Statistical research
A ________ is one of the two types of scaling techniques in which there is direct
comparison of stimulus objects with one another.
A) random scale
B) nonrandom scale
C) comparative scale
D) noncomparative scale
E) direct scale
According to the text, a scatter diagram is also known as a ________.
A) histogram
B) pictogram
C) scattergram
D) pie chart
E) box and whiskers diagram
All of the following are mentioned in the text as steps to take to prepare for a career in
marketing research EXCEPT:
A) acquire computer and Internet skills.
B) obtain any work experience.
C) take courses in statistics and quantitative methods.
D) acquire effective written and verbal communication skills.
E) think creatively.
Which of the following is NOT considered an element of the legal environment?
A) public policies
B) general economic conditions
C) laws
D) government agencies
E) pressure groups
A probability sampling technique in which the sample is chosen by selecting a random
starting point and then picking every ith element in succession from the sampling frame
is called ________.
A) simple random sampling
B) snowball sampling
C) cluster sampling
D) systematic sampling
E) succession sampling
________ is used to assess the reliability of a summated scale and refers to the
consistency with which each item represents the construct of interest.
A) Test-retest reliability
B) Alternative-form reliability
C) Internal consistency reliability
D) Random reliability
E) Summated reliability
A scale for measuring attitudes that consist of a single adjective in the middle of an
even-numbered range of values is called a ________.
A) Likert scale
B) semantic differential
C) Stapel scale
D) balanced rating scale
E) mid-range scale
According to the text, the ________ measures the spread of the data.
A) mode
B) median
C) mean
D) range
E) body
Disadvantages of focus groups include all of the following EXCEPT:
A) tendency to regard findings as conclusive.
B) difficulty in moderating focus groups.
C) completely skilled moderators are rare.
D) coding, analysis, and interpretation are difficult.
E) respondents are generally spontaneous.
A ________ involves measurement of behavior, attitudes, or perceptions in the
environment in which they occur.
A) statistical environment
B) laboratory environment
C) field environment
D) virtual environment
E) perceptual environment