No matter how well you’ve performed all the previous steps in the research, a project is
often no more successful than the ___________.
a. Data collection
b. Data analysis
c. Problem definition
d. Survey administration
e. Research report
An explanation of the data sources and research methodology to be used in the research
project should be included in the:
a. Research outline.
b. Research request.
c. Cost/benefit analysis of the project.
d. Research proposal.
e. Initial research prospectus.
GfK Group’s Starch Ad Readership program could help an advertiser understand if a
reader:
a. Remembered seeing an ad.
b. Saw the advertiser’s name in an ad.
c. Read any or all of the ad.
d. Responded to a number of items about the ad, such as taking an action. e. All of the
above
Which of the following statements is INCORRECT with respect to ordinally scaled
variables?
a. The difference between the first- and second-ranked people is the same as the
difference between the second- and third-ranked people.
b. Both the median and mode are permissible measures of average.
c. We can transform an ordinal scale in any way we wish as long as we maintain the
basic ordering of the objects.
d. The ordinal scale implies identity.
e. The ordinal scale implies relative standing on the measured attributes.
When presenting the oral research report, the conclusions should always be stated after
the results have been presented.
a. True
b. False
To identify whether potential respondents meet eligibility requirements, an interviewer
will typically use a(n)
a. eligibility percentage.
b. leading question.
c. loaded question.
d. screening question.
e. alternative questionnaire.
Which of the following concerning the Pearson chi-square test is FALSE?
a. The Pearson chi-square test is conceptually similar to the chi-square goodness-of-fit
test.
b. The Pearson chi-square test tests the null hypothesis that the variables are
independent.
c. The Pearson chi-square test measures the degree of association between variables.
d. The Pearson chi-square test assesses the degree to which the two variables in a cross
tabulation analysis are independent of one another.
e. All of the above statements concerning the Pearson chi-square test are true.
Data mining is a descriptive analysis technique used for finding nonlinear patterns in
the data
a. True
b. False
Levis Strauss sent one of its employees’, who is fluent in Japanese, to stay at the home
of a traditional Japanese family with teenage daughters. The employee disguised
himself as an exchange student but was actually in Japan spying on the family and their
friends to better understand how Levis jeans are used and worn by teenagers in Japan.
This illustrates
a. All good observations should be disguised.
b. Observation raises ethical questions.
c. Observation is not a good research technique.
d. Structured observation is legal.
e. None of the above.
Which of the following statements about nominal scales is TRUE?
a. The numbers identify the objects.
b. The numbers order the objects.
c. The median can be used as the measure of average.
d. The mean can be used as the measure of average.
e. Both a and c.
The primary difference between nominal groups and focus groups is that nominal
groups require:
a. More participants.
b. Less time.
c. Little or no moderation.
d. Complete anonymity.
e. Written responses from participants.
Which of the following would NOT be an appropriate technique to use when asking
sensitive questions?
a. Hide the question in a group of more innocuous questions.
b. Alert the respondent by stating clearly that the subsequent question is of a sensitive
nature.
c. Phrase the question in terms of other people and how they may feel or act.
d. Leave sensitive questions until the end of the questionnaire.
e. Maintain the security of the information you collect.