Which of the following activities are NOT typically associated with
“geodemographers?”
a. conducting primary research
b. tabulating census and other data for geographic areas
c. updating census data through statistical extrapolation
d. performing detailed analysis of census data
e. all of the above are typically associated with “geodemographers”
Non’‘metric methods of multidimensional scaling generate
a. metric output from metric input.
b. rank order output from ordinal input.
c. nominal output from ordinal input.
d. metric output from nominal input.
e. metric output from ordinal input.
Which of the following is the most conservative estimate for determining the sample
size required for a study to estimate a population proportion?
a. π =.1,z=3, and H=.01
b. π =.5,z=3, and H=.01
c. π =.1,z=1, and H=.01
d. π =.1,z=1, and H=.5
e. π =.5,z=1, and H=.5
In general, matching is the preferred procedure in assuring the prior equality of
comparison groups in an experiment because
a. it is easy to match test units on almost any characteristic.
b. matched test units are equal on most important variables.
c. matching is cheaper.
d. matching takes less time.
e. matching is not preferred.
In which of the following marketing research situations is discriminant analysis
probably NOT appropriate?
a. the investigation of differences between light and heavy users of a product
b. the investigation of naturally occurring market segments existing in a market
c. the determination of the basic dimensions that underlie customer brand loyalty
d. the investigation of brand’‘loyal vs. non’‘brand’‘loyal customers
e. discriminant analysis is the most appropriate method of data analysis in each of these
situations
Once the discriminant function has been produced, the researcher’s next step is to:
a. begin interpretation of the function by examining the discriminant coefficients
b. check the statistical significance of the function
c. standardize the discriminant coefficients
d. classify individuals using the discriminant function
e. none of the above
Which of the following objects can be directly measured?
a. a person
b. a car
c. an attitude
d. all of the above
e. none of the above
A cross’‘tabulation reveals a high degree of association between the wearing of swim
trunks and the eating of ice cream. This is most likely an example of .
a. a causal relationship
b. spurious correlation
c. spurious noncorrelation
d. miscoding of data
e. none of the above
The form(s) of organization of the research function that seem(s) to dominate current
practice is (are)
a. no one organization form seems to dominate current practice.
b. by area of application, such as by product line, by brand, by market segment, or by
geographic area.
c. by research technique or approach such as sales analysis, mathematical and/or
statistical analysis, field interviewing, or questionnaire design.
d. by marketing function performed, such as field sales analysis, advertising research,
or product planning.
e. by type of computer equipment used, such as by mainframe, by PC, or by laptop
units.
Sampling plans fall under the following basic categories:
a. probability
b. area
c. nonprobability
d. a and b
e. a and c
The appropriate conclusion is that
a. the sample result is likely to be attributed to chance alone.
b. the null hypothesis should not be rejected.
c. the null hypothesis should be rejected.
d. a and b above are correct.
e. a and c above are correct.
Which type of cheating is most detectable with normal validation
procedures?
a. The interviewer asks only the key questions and fills in the remaining information
later.
b. The interviewer interviews respondents in groups rather than separately as instructed.
c. The interviewer fabricates the whole interview.
d. The interviewer interviews the “wrong” respondent because the designated
respondent is unavailable.
e. The interviewer employs one contact for information for two separate studies and
thereby introduces contamination through respondent fatigue.
Marketing research
a. involves the use of information to make better marketing decisions.
b. has as one of its objectives to improve our understanding of management as a
process.
c. aims to promote government regulation of research activities.
d. is only useful in companies with over $1 million in annual sales.
e. is not very useful to a provider of services, such as a bank.
A firm will follow a particular advertising strategy if the resultant expected sales are at
least 20,000 units. The correct hypotheses for this decision rule are: .
a. Ho : μ < 20,000
Ha : μ > 20,000
b. Ho : μ > 20,000
Ha : μ < 20,000
c. Ho : μ > 20,000
Ha : μ < 20,000
d. Ha : μ = 20,000
Ho : μ = 20,000
e. Ho : μ < 20,000
Ha : μ < 20,000
Which descriptive study is the best known and most widely used?
a. the after’‘only with control group
b. the cross’‘sectional study
c. an omnibus panel
d. a longitudinal study
e. none of the above
Which of the following is FALSE?
a. Advantages of the mall intercept approach include the speed and ease with which a
study can be implemented.
b. The advantages of CRT administration of questionnaires have helped telephone
interviews become the most popular data collection technique.
c. The slower speed of data collection and processing with computer-assisted
interviewing is offset by the increased accuracy of the responses.
d. One of the benefits of the computer-aided interview (CAI) is increased accuracy in
the results.
e. E-mail administered questionnaires provide more control than regular mail
questionnaires in getting a reply from the intended respondent.
You wish to test the hypothesis that female college students spend more on wearing
apparel than male college students. Which of the following is INCORRECT?
a. The null and alternate hypotheses are:
Ho : mF < mM
HA : mF > mM
b. If you concluded that female students spend more than male students when in fact
there is no difference between the two groups, you would be committing a Type II error.
c. The probability of concluding that females spend more than male students when in
fact this is the case, is called the power of the test.
d. If in testing the above hypothesis, we insist on reducing the probability of making the
Type I error, ceteris paribus the probability of Type II error will increase.
e. If we conclude that females spend less than males when in fact that is the case, we
have made a correct decision.