The graphical approach to analyzing data to determine what causes differences between
groups has the following problem(s):
a. It is difficult to anticipate all the graphs that might be useful.
b. Two dimensional graphs are limited in the information they convey.
c. When multiple variables are considered simultaneously, higher dimension graphs
(greater than two dimensions) become difficult to interpret.
d. Only a and b are involved.
e. All of the above are involved.
Which of the following is TRUE?
a. In exploratory research, the major emphasis is on determining the frequency with
which the phenomenon occur together, e.g. sex of driver with frequency of accidents.
b. A study aimed at making predictions such as the number of college students who are
likely to go on to graduate school is an exploratory study.
c. It is generally true that in an exploratory study, cases that provide sharp contrasts or
have striking features are most useful.
d. The estimation of the proportion of people who behave in a certain way, e.g.
proportion of college students who smoke, is an example of an exploratory study.
e. They are all true.
“Starch Advertisement Readership Service” and “Simmons Media/Marketing Service”
a. are concerned with industrial buying and selling.
b. are used to produce market profiles.
c. are used to develop brand loyalty profiles.
d. represent developments in mathematical modeling.
e. directly involve the consumer and his behavior.
e To secure communality estimates for the classical factor model
a. the communalities from an initial principal components model can be used.
b. the smallest absolute value of the correlation of the variable with any other variable
can be used.
c. the highest achieved communality from a principal components model can be used.
d. a separate communality estimate is unnecessary because the classical factor model
simply uses 1’s in the diagonal.
e. a and c.
Which of the following is TRUE?
a. It is not uncommon for secondary data to be expressed in units different from those
deemed most appropriate for the project at hand.
b. Situations in which existing secondary data are ill-suited for the research problem at
hand generally do not arise.
c. Secondary data are particularly appropriate when current, up-to-the-minute
information is required.
d. The most fundamental rule in using secondary data is to always verify important
information with at least two secondary data sources or with primary data.
e. They are all false.
Which of the following are true of observational data forms?
a. The researcher no longer needs to be concerned that a question and the way it is
asked will affect the response.
b. There is no longer a concern about the consistent use of the data collection
instrument.
c. Observational data collection forms are easy to construct.
d. Most events can be described in only a limited number of ways.
e. All the above are true.
An important philosophical point underlying statistical hypothesis testing is that a null
hypothesis may be but can never be .
a. accepted; rejected
b. incorrectly stated; rejected
c. rejected; accepted
d. unacceptable; rejected
e. rejected; unacceptable
The dimensions that appear in the perceptual map generated by multidimensional
scaling procedures are determined by
a. the research organization conducting the research.
b. the stimulus set.
c. the researcher.
d. the company sponsoring the research project.
e. the statistical program itself.
Imagine you are a brand manager, and you have a variable, ‘brand’ that is coded 1/0: 1 if
the consumer bought your brand, 0 if they bought some competitor brand. Which of the
following uses of this variable is improper:
a. a t-test on a preference rating scale, using ‘brand’ to define the groups
b. a regression using age, household size, and income to predict ‘brand’
c. a regression using ‘brand’ to predict preference
d. a log linear model applied to a ‘brand’ by gender cross-tab
e. a logit using age and income to predict ‘brand’
A researcher interested in measuring the association between two nominally scaled
attributes should use
a. the contingency coefficient.
b. t-test for nominal data.
c. Pearson’s product moment correlation coefficient.
d. the coefficient of consistency.
e. none of the above.
Which of these following statements is true?
a) Consumer research about e-commerce requires different marketing research tools.
b) Marketing research about the Internet is best handled by companies that create
Internet software.
c) Marketing research about the Internet is best handled by large companies that have
access to large samples of consumers.
d) Consumers’ Internet activities can be integrated with their purchase data.
e) Web-based surveys will help ensure a representative, global sample for marketing
researchers.
Which of the following is FALSE?
a. An advantage of conjoint analysis over regression is that the dependent variable can
also be a dummy variable.
b. In a conjoint analysis application, the basic aim is to determine the features of
products that respondents most prefer.
c. Of primary concern to researchers employing conjoint analysis are the trade-offs
consumers make when evaluating various combinations of product attributes.
d. Conjoint analysis depends on preference judgments that are ratings or rankings.
e. Conjoints are easily run via multiple regression.
Which of the following is TRUE?
a. The decision problem is also the research problem.
b. The decision problem involves determining what information to provide and how
that information can best be secured.
c. The key difference between the decision problem and the research problem is the
decision problem focuses on what action needs to be taken while the research problem
focuses on what information to provide and how that information can best be secured.
d. The key difference between the decision problem and the research problem is the
research problem focuses on what action needs to be taken while the decision problem
focuses on what information to provide and how that information can best be secured.
e. They are all true.
Which of the following statements about panels is FALSE?
a. Panels typically allow the collection of more classification information than
cross-sectional studies.
b. Panel data is more accurate than cross-sectional data because panel data tend to be
freer from errors associated with reporting past behavior.
c. Panels reduce interviewer-respondent bias because of a trust built up through
repeated contacts between the two individuals.
d. Nonrepresentativeness of panel members may be a major weakness of longitudinal
designs.
e. None of the above.
The power of a statistical test can be increased by sample size, the level of significance
or using tests of significance.
a. decreasing; decreasing; one’‘tailed
b. increasing; decreasing; one’‘tailed
c. increasing; reducing; two’‘tailed
d. decreasing; reducing; two’‘tailed
e. increasing; increasing; one’‘tailed
Which of the following statements is FALSE with regard to ratio scales?
a. A ratio scale exhibits the property of identity.
b. With a ratio scale, the comparison of the absolute magnitude of the numbers is
legitimate.
c. A ratio scale possesses a natural zero point.
d. The geometric mean is a meaningful measure of average with a ratio scale.
e. Most marketing variables can be measured on ratio scales.
Secondary data rarely fit perfectly the researcher’s particular problem. Some of the
sources of lack of fit are
a. out’‘of’‘date statistics, differences in units of measurement, differences in class
boundaries.
b. differences in units of measurement, theories of measurement, and class boundaries.
c. differences in evaluations of what is important.
d. a and b above.
e. b and c above.
Which of the following is FALSE?
a. Individuals who have previously participated in a focus group are particularly
valuable to researchers because they will have a more relaxed attitude than first-time
members.
b. Focus group moderators typically attempt to cover all the objectives of the research
in a single meeting while ensuring that group interaction is promoted.
c. Product and service ideas can drop “out of the blue” in focus group sessions.
d. Ideas from one focus group member can stimulate responses and ideas from other
group members.
e. They are all false.
Which of the following is typically NOT included in the introduction to
a research report?
a. definitions of unfamiliar terms or terms with a specific usage in the report
b. background history to the research and the report
c. specific objectives of the research
d. hypotheses guiding the study
e. description of the sampling frame and sampling plan
Which of the following is TRUE?
a. Decreasing the sample size is a sure way to reduce total error since it reduces
sampling error which is an important component of total error.
b. In designing a research project, the most important type of research error is total
error.
c. In designing a research project, the most important type of research error is sampling
error.
d. Increasing the sample size is a sure way to reduce total error since it reduces
sampling error, which is an important component of total error.
e. They are all false.
Which of the following regarding conjoint analysis is FALSE?
a. The utilities or part’‘worth functions for a single subject can be determined.
b. The utilities can be used to determine the relative importance of each of the
attributes.
c. The importance of any attribute is determined by the spread in utilities between the
highest and lowest rated levels of the attribute.
d. A subject’s preferences for any attribute must be monotonic for the procedure to
work.
e. The importance of an attribute to an individual can depend on the levels of the
attribute used when securing judgments.