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There is a great temptation in cross'‘tabulation analysis to continue adding successive
variables to the analysis. Which of the following typically act to constrain the
researcher in this regard?
a. incorrect anticipation of the tabulations that will be needed, resulting in failure to
collect some needed data
b. size of the sample
c. theory
d. a and b
e. a, b, and c
Item nonresponse can be treated by
a. inferring the information for the missing item from other information in the
questionnaire.
b. using regression analysis.
c. substituting the average response for the item of those who did respond.
d. all of the above.
e. none of the above.
A clothing manufacturer traditionally makes sweatshirts from three different fabrics, A,
B and C. Over the years the percentages sold of each fabric are 50, 35, and 15,
respectively. Recently, the manufacturer began producing running suits from the same
three fabrics. During the first three months of production, the company received orders
for 6,500 suits made from fabric A, 3,400 from fabric B, and 2,700 from fabric C.
What is the appropriate test to determine whether sales results of the new running suit
are similar to what would be expected given the previous sales history of sweatshirts
made of the three fabrics?
a. Kolmogorov'‘Smirnov test
b. z'‘test to compare proportions
c. Chi'‘square test
d. T'‘test for two means
e. none of the above
An analyst wishing to compare the consumption of ABC ice cream against the four
other leading brands by month for the last three years should probably use
a. a line chart.
b. a pie chart.
c. a bar chart.
d. a pictogram.
e. a stratum chart.
Marketing research emphasizes
a. the definition of marketing problems and issues.
b. the specification of information needed to address marketing issues.
c. the communication of marketing research results.
d. the gathering of information used to identify marketing opportunities.
e. b, c and d.
A(n) __ statistic is one whose __ value from all possible distinguishable samples under
the sampling plan is equal to the parameter it estimates.
a. biased; median
b. efficient; average
c. unbiased; mean
d. sample; biased
e. unbiased; extreme
The first step in searching published sources of secondary data is
a. talk to reference librarian.
b. go to library and page through sources to get a feel for what is in them.
c. use a computer database to locate possible sources.
d. identify what you know and what you wish to know about your topic.
e. none of the above.
Spurious noncorrelation is said to occur when
a. there is no true relationship between X and Y and the researcher concludes there is.
b. the researcher concludes there is no relationship between X and Y and in fact there is.
c. there is a true relationship between X and Y and the researcher concludes this is so.
d. there is no true relationship between X and Y and the researcher concludes this is so.
e. none of the above.
Which linear regression model would be used to represent the relationship between a
criterion variable y and a predictor variable having four categories?
a. y = α + ß1X1
b. y =  α + ß1X1 + ß2X2
c. y =  α + ß1X1 + ß2X2 + ß3X3
d. y =  α + ß1X1 + ß2X2 + ß3X3 + ß4X4
e. none of the above accurately captures the situation
The information obtained through standardized marketing information services differs
from that generated by the company in several regards. Which of the following is NOT
one of these differences?
a. Many companies may use the standardized information.
b. The standardized information generally is less expensive than primary research.
c. The standardized secondary information is generally more detailed than that
generated internally.
d. a and c above
e. All of the above represent differences between the two sources of data.
Suppose the following table resulted from a cross'‘classification analysis of variables X
and Y.
_____________________________________________________
X1 X2 X3 X4 Total
_____________________________________________________
Y1 10 0 0 0 10
Y2 0 20 0 0 20
Y3 0 0 30 0 30
Y4 0 0 0 70 70
TOTAL 10 20 30 70 130
The index of predictive association for this data
a. is 0.
b. is .5.
c. is '‘1.
d. is 1.
e. cannot be determined.
To test whether the cluster results offer a reasonable summary of the similarity,
correlation, or distance matrix, that is, are the individual clusters sufficiently
homogeneous and is the system as a whole consistent with the input similarities, the
following procedure(s) can be performed:
a. the variables used to determine the clusters can be tested to determine if the clusters
have statistically different values across the groups.
b. the reliability of the estimates can be assessed by splitting the data into multiple
subsets and assessing whether the same clusters are produced when the subsets are
analyzed.
c. significance tests can be performed that compare the clusters on variables not used to
generate the solution.
d. All of the above procedures are correct.
e. Both b and c are correct.
Which of the following is NOT an advantage of a corporate'‘level location for the
marketing research function?
a. greater coordination and control of corporate research activity
b. research personnel can acquire valuable knowledge about divisional markets and
products
c. greater economy of scale
d. greater usefulness to corporate management in planning
e. All of the above are advantages of a corporate level location for marketing research
Which of the following is FALSE?
a. A positive linear transformation of the form y = a + bx can only be performed on a
ratio scale if one is to preserve the properties of the scale.
b. A ratio scale differs from an interval scale in that the ratio scale has a natural zero.
c. Determination of absolute zero is difficult with measurements in marketing. It is
debatable whether many of the constructs used in marketing even possess this property.
d. a and b.
e. a, b, and c.
Using different ads in different geographic areas and investigating which ad generated
the highest sales is an example of research.
a. causal
b. exploratory
c. experimental
d. descriptive
e. none of the above
Which of the following is false?
a. The samples are independent in an experiment diagrammed:
X 01
02
b. In an experiment diagrammed 01 X 02 the observations must be analyzed in pairs as
the observations are not independent.
c. The t'‘test for the differences in means should be used to analyze an experiment
diagrammed as:
X1 02
X2 02
03
d. Suppose we wish to contrast the "exposed" and "unexposed" groups with respect to
their differences in attitude toward a product and also with respect to the sales of the
product to each group; the design would be diagrammed:
X 01
02
and the most appropriate procedure would be to test for the differences between the two
groups considering both variables simultaneously.
e. All of the above statements are true.
Which of the following is TRUE?
a. A motive may refer to any inner state that channels behavior toward goals.
b. A general advantage of the questionnaire approach over the observational approach is
its versatility or wide scope.
c. The communication method is considered versatile because with it a researcher can
collect information on demographics, life-styles, attitudes, knowledge, intentions, and
behavior.
d. a and b.
e. a, b, and c.
When searching for relevant secondary data via computer searching, the first step
includes determining what you already know and what you wish to know about your
topic. What is the second step?
a. Go to the library and begin searching through relevant marketing publications.
b. Consult an authority in the field.
c. Consult a reference librarian.
d. Consult a specialized index that relates to your topic.
e. Generate a list of key terms and names.
Actual Predicted Classification Total
Classification A B C
A 10 3 8 21
B 6 15 1 22
C 8 4 20 32
Total 24 22 29 75
The proportional chance criterion is
a. .28.
b. .30.
c. .32.
d. .34.
e. .36.
Which of the following is needed before a confidence interval can be established for a
population mean?
a. a confidence level
b. a point estimate of the population mean
c. an estimate of the sampling error associated with the sample mean
d. all of the above
e. a and b above
Which of the following is true?
a. Marketing research is best organized as a central function in the U.S.
b. Marketing research is best organized as a line function internationally.
c. The structure of the marketing research department depends on the products the
company sells.
d. A central marketing research group can serve as a quality control on the research
produced.
e. None of these statements is true.
