Which of the following would be an appropriate interpretation of a p-value?
a. A p-value of p < 0.0001 is ‘highly significant’ and therefore much more valid than a p
value of 0.05.
b. When a null hypothesis is rejected at some predetermined p level, sampling error is
an unlikely explanation of the results, given that the null hypothesis is true.
c. When a p-value shows significance, managerial and practical significance can be
assumed.
d. The probability that the research hypothesis is true is equal to 1 minus the p-value.
e. A p-value represents the probability that the results occurred because of sampling
error.
The use of graphics (charts) never gets in the way of effective communication.
a. True
b. False
Which of the following is typically NOT included in the body of a research report?
a. Statements as to whether the results are based on primary or secondary data.
b. Description of the sampling plan.
c. Discussion of the method of analysis.
d. Conclusions.
e. Statement of the limitations of the study.
A ratio scale allows the comparison of absolute magnitudes but not the differences in
magnitude.
a. True
b. False
Categorical measures are most commonly used to
a. calculate confidence intervals.
b. group respondents or objects into groups.
c. determine the standard deviation.
d. develop histograms.
e. All of the above.
Converting from continuous to categorical measures
a. results in loss of information about a variable.
b. works, because higher levels of measurement have all the properties of lower levels
of measurement.
c. in many cases is really useful for interpreting the results.
d. is a process that really isn’t subject to a lot of rules.
e. All of the above are true.
Which of the following statements about cross-sectional analysis is FALSE?
a. Cross-sectional designs are the best-known descriptive designs.
b. A quota sample can be used with a cross-sectional design.
c. Cross-sectional studies provide a snapshot of the variables of interest at a single point
in time.
d. The sample of elements is typically selected to be representative of some known
population.
e. All of the above statements about cross-sectional analysis are true.
A specialist that is trained to know the contents of many of the key information sources
in a library and on the Web, as well as how to search those sources most effectively is
known as a:
a. Search librarian
b. Research librarian
c. Reference librarian
d. Resource librarian
e. Consulting librarian
Camille’s Calendar Company, after learning that the main sellers of the company’s
calendar products were limited to small gift shops, posed this question: Are there
promising new markets for our products? This question focuses on which aspect of
marketing research?
a. Planning
b. Problem-solving
c. Control
d. Product placement
e. Distributorship selection
If a respondent says his income is “Over $100,000 per annum” when, in fact, it is
“$50,000 per annum”, the difference between the true and actual measurement of
income in this case could be said to LACK of
a. reliability.
b. validity.
c. Both a and b.
d. Neither a nor b.
e. nominal scaling.
The most widely used attitude-scaling technique in marketing research is a.
itemized-ratings scale.
b. semantic-differential scale.
c. graphic-ratings scale.
d. summated-ratings (Likert) scale.
e. comparative-ratings scale.
A researcher wants to study the effects of social class on consumption behavior. He
establishes three different categories of social class in terms of amount of income. He
then assigns each field worker a specified number of interviews with people in each
income category although the interviewers are allowed to select who they interview.
This is an example of
a. probability sampling.
b. stratified sampling.
c. systematic sampling.
d. quota sampling.
e. random sampling.
A written report may be considered incomplete because it
a. is too brief.
b. includes interesting but not vital information.
c. is too long.
d. includes statistical calculations unfamiliar to the reader.
e. All of the above are sources of report incompleteness.
In the following data set, what is the median? 12, 0, 0, 1, 1, 1, 6, 10, 11. a. 4.66
b. 1
c. 42
d. 6
e. 0
While collecting data by conducting personal interviews in homes, Jake interviews the
most accessible individual within the household, rather than using random selection.
This increases the potential of
a. sampling error.
b. response bias.
c. nonresponse error.
d. office error.
e. Both a and b.
Which of the following is (are) permissible measure(s) of central tendency with ordinal
scales?
a. Arithmetic mean, median and the mode
b. Geometric and harmonic means
c. Median and mode
d. Arithmetic mean and median
e. Arithmetic mean
Select the question that can best be answered through experimentation.
a. Do children from upper classes drink more carbonated beverages than those from
lower classes?
b. Will Chevron gasoline with XYZ additive provide better mileage than Chevron
without the additive?
c. Does the average male use cosmetics?
d. Is the standard of living higher today than ten years ago?
e. How often do Chevron’s customers purchase gasoline?
Which of the following are potential causes of item nonresponse?
a. Poorly worded questions
b. Questions that are misunderstood
c. Sensitive questions
d. Questions that are misinterpreted
e. All of the above.
A sample in which each target population element has a known, nonzero chance of
being included in the sample is called a(n) ____________________ sample.
Information that the respondent has forgotten creates a type of error
called______________.
______________spans the informational boundary between the firm and its
environment.
______________meters attempt to measure which household members are watching
which television channel at what times.
The_____________dimension of Big Data is considered the most challenging of all.
When using the ordinal scale, the number scale chose reflects the_____for that
particular individual.
The marketing manager adjusts the marketing mix element(s) with
the_____________target.
The most significant advantages of____________data is the time and money they can
save.
Verbal expressions of an attitude are called_________________.
In broad terms, two ways marketing research can gather
is (1) by collecting data to address specific problems or (2) by putting systems in place
that provide data on an ongoing basis.