Hurley MKT 232 Chapter 11-15 Quizzes
What is the marketing segmentation requirement where marketers are not working with a short-term or transitory set of differences? A. Permanence B. Longevity C. Stability D. Sustainability
C. stability
If the Sig. value is greater than .05, what will the researcher inspect for differences? A. The mode B. The median C. The means D. The percentages
C. the means
If the Sig. value is .05 or less, the researcher can use ________ to identify the pair or pairs of groups where the means are significantly different. A. A null hypothesis for differences test B. Analysis of Variance (ANOVA) C. Paired samples test for the difference between two means D. A post hoc procedure such as Duncan's multiple range test
D. A post hoc procedure such as Duncan's multiple range test
Of the following, which is NOT an unintentional respondent error? A. Misunderstanding B. Fatigue C. Distraction D. Nonresponse
D. nonresponse
The ________ specifies the difference between the endpoints in a set of values arranged in order. A. Mean B. Standard deviation C. Mode D. Range
D. range
The hypothesized population parameter value can be determined using: __________.
either a percentage or a mean
Which of the following represent intentional and unintentional fieldworker errors? Select ALL that apply A. Cheating B. Fatigue C. Misunderstandings D. Interviewer characteristics E. Leading respondents
A, B, C, D, E
Which of the following represent potential respondent errors (both intentional and unintentional). Select ALL that apply A. Fatigue B. Falsehoods C. Attention loss D. Distractions E. Nonresponse F. Misunderstanding questions G. Guessing
A, B, C, D, E, F, G
Your research group is performing a hypothesis test and your hypothesized population percentage of college students that Coca-Cola is 70%. After conducting the study, your group determines that 50% of college students drink Coca-Cola and this study contains 1,000 respondents. Calculate the z-score. A. -12.65 B. -2.54 C. 0 D. 2.58 E. 3.64
A. -12.65
When conducting a basics difference test, the research group's null hypothesis is that: ______________. A. No difference exists between the two groups being studied. B. A significant difference exists between the two groups being studied.
A. No difference exists between the two groups being studied.
The reporting of findings has ________ for the marketing researcher, as he or she cannot choose to report only "good news" to the client. A. A significant ethical burden B. A significant revenue burden C. Significant professional implications D. Significant career implications
A. a significant ethical burden
Another advantage of using ANOVA is that it ________ so the significant differences can be located and interpreted easily. A. Arranges the means of each group being tested B. Arranges the medians C. Arranges the mode D. Arranges insignificant data
A. arranges the means of each group being tested
There are statistical analyses beyond simple descriptive measures, statistical inference, and differences tests including ________, which determine whether a stable relationship exists between two variables. A. associative analyses B. analysis of variance analyses C. regression analyses D. predictive analyses
A. associative analyses
The control of unintentional respondent error takes various forms including all of the following EXCEPT: A. Careful selection of respondents. B. Well-drafted questionnaire instructions and examples. C. Reversals of scale endpoints. D. Use of prompters.
A. careful selection of respondents
The term ________ applies to any statistical measure used that somehow reflects a typical or frequent response. A. Central tendency B. Central statistic C. Frequent tendency D. Extreme average
A. central tendency
What is the degree of accuracy desired by the researcher and stipulated as a level of confidence in the form of a range with a lower boundary and an upper boundary? A. Confidence intervals B. Sample intervals C. Statistic intervals D. Accuracy intervals
A. confidence intervals
The comparison of the sample statistic with what is believed to be the population value prior to undertaking the study is called: ____________. A. Hypothesis testing. B. Parameter testing. C. Inference testing. D. Population testing.
A. hypothesis testing
All errors in a survey except those attributable to the sample plan and sample size are termed: _________. A. Nonsampling error. B. Sample risk. C. Continuity error. D. Transcript error.
A. non sampling error
Values that are computed from a complete census, which are considered to be precise and valid measures of the population, are referred to as: ________. A. Parameters. B. Errors. C. Variabilities. D. Statistics.
A. parameters
Researchers may know whether the relationship between variables is positive or negative. However, when a researcher refers to ________, it means they know the general nature of the relationship. A. pattern B. essential C. specificity D. direction
A. pattern
There are several guidelines in the presentation of hypothesis tests. Which of the following does NOT represent one of those guidelines? A. Prepare hypothesis test results in both print and slide formats. B. State the hypothesis. C. Perform appropriate hypothesis test computations. D. Determine if the hypothesis is supported or not supported by comparing the computed level of confidence
A. prepare hypothesis test results in both print and slide formats
Situations in which a respondent gives an answer without comprehending the question and/or the accompanying instructions are known as: _________. A. Respondent misunderstanding. B. Respondent cheating. C. Respondent guessing. D. Fatigue-related mistakes.
A. respondent misunderstanding
Factors such as people who are busy or have no interest in the survey, who are turned off by the interviewer's voice or approach, or who feel a topic may be overly sensitive result in: A. Respondent refusals to participate. B. Respondent break-offs. C. Respondent omissions. D. Respondent cheating.
A. respondent refusals to participate
According to the CASRO report and the American Association for Public Opinion Research, ________ is defined as the ratio of the number of completed interviews to the number of eligible units in the sample. A. Response rate B. Survey ratio C. Interviewer response D. Confidence interval
A. response rate
When presenting summarizations of data, the most useful tables are ones where a quick inspection will ________ of the findings. A. Reveal the basic pattern or patterns or the essence B. Reveal obvious outliers of the findings C. Reveal the complex patterns D. Reveal the need for more inspection
A. reveal basic pattern or patterns or the essence
ANOVA (analysis of variance) is an investigation of the differences between the group means to ascertain whether: A. Sampling errors or true population differences explain their failure to be equal. B. True population differences explain failure to be equal. C. Sampling errors or true population differences explain their true equality. D. Sampling errors explain the failure to be equal.
A. sampling errors or true population differences explain their failure to be equal
Large samples, those in excess of 1,000 per sample group, often yield statistically significant results when the absolute differences between the groups are quite small. A. True B. False
A. true
Problem respondents fall into the following five categories: incomplete responses, non responses to specific questions, yea- or nay-saying patterns, and middle-of-the-road patterns. A. True B. False
A. true
The acceptance region for hypothesis testing at a confidence level of 95% is a z-score that falls in the region of -1.96 and 1.96. A. True B. False
A. true
The variance of a data set is equal to the data set's standard deviation squared. A. True B. False
A. true
When conducting an interview, the interviewer's personal characteristics such as appearance, dress, or accent may cause unintentional fieldworker errors. A. True B. False
A. true
A respondent that seems to always select "Yes" or "Strongly Agree" may be exhibiting signs of: A. Yea-saying B. Nay-saying C. Maybe-saying D. Middle-of-the-road pattern
A. yea-saying
After performing a hypothesis test, your group calculates a z-score of 0.55. Do you accept or reject your hypothesis? A. Your group would accept your hypothesis. B. Your group would reject your hypothesis.
A. your group would accept your hypothesis.
A study to determine the average time spent reading the Daily Video shows a data set with a standard deviation of 6 minutes if this study had a sample size of 1,000 respondents. What is this study's standard error of the mean? A. 0.15 minutes B. 0.19 minutes C. 1.42 minutes D. 3.33 minutes
B. 0.19 minutes
Your group has completed a study to examine the viewership of the Daily Vidette and your group has 250 total respondents. Over the 250 person sample, 90% (your p value) indicated the Daily Vidette to be a high quality newspaper. With this data, calculate the standard error of the percent. A. 1.25 B. 1.90 C. 2.82 D. 3.47
B. 1.90
Your research group is performing a hypothesis test and your hypothesized population percentage of college students that Coca-Cola is 50%. After conducting the study, your group determines that 65% of college students drink Coca-Cola and this study contains 250 respondents. Calculate the z-score. A. 2.26 B. 4.97 C. 5.88 D. 6.97 E. 7.13
B. 4.97
Using Microsoft Excel, calculate the mean of the following numbers: 2, 4, 5, 6, 7, 8, 11, 13, and 15. The mean for this data set is: ________. A. 6.23 B. 7.89 C. 8.84 D. 9.27
B. 7.89
When conducting a basics difference test comparing differences between two group percentages, if the null hypothesis is NOT supported, then: ______________. A. A difference does not exist between the percentages of the two groups or populations. B. A difference does exist between the percentages of the two groups or populations.
B. A difference does exist between the percentages of the two groups or populations.
________ is the assumption of equal variances between two samples for differences testing. A. The Test of Variances B. Levene's Test for Equality of Variances C. Levene's Test for Heterogeneity D. The Staniklos-Shockley Test of Equal Common Variance
B. Levene's Test for Equality of Variances
A researcher has two percentages and wants to know if the percentages are statistically different. The researcher calculates the z value and finds that it is 4.21. This means that the two percentages: A. Are the same. B. Are not statistically different. C. Have a 421 percent chance of not being different. D. Are statistically different.
B. are not statistically different
A researcher who wants to see if variables, such as advertising recall scores, positively associate with intentions to buy the advertised brand would use: A. Difference analysis. B. Association analysis. C. Inference analysis. D. Relationship analysis.
B. association analysis
A researcher can test the null hypothesis that no differences exist between the two group means (or percentages) by using what type of test? A. Confidence interval test B. Basic Differences test C. Chi-square test D. Spearman correlation
B. basic differences test
The situation in which one variable is associated with another variable, but in this case the relationship is described by a curve rather than a straight line describes what type of relationship? A. A linear relationship B. A curvilinear relationship C. A semi-curvilinear relationship D. A monotonic relationship
B. curvilinear relationship
________ is the operation in which the identification of code values are associated with the possible responses for each question on the questionnaire. A. Data analysis B. Data coding C. Dataset entry D. Data code entry
B. data coding
When a data collection person willfully violates the data collection requirements set forth by the researcher, it is known as: ___________. A. Unintentional fieldworker error. B. Intentional fieldworker error. C. Intentional respondent error. D. Unintentional respondent error
B. intentional fieldworker error
A(n) ________ is one that a marketing manager can potentially use as a basis for marketing decisions. A. Marginal difference B. Meaningful difference C. Suspected difference D. Unconfirmed difference
B. meaningful difference
With what type of diagram can covariation be examined? A. Venn diagram B. Scatter diagram C. Cause and effect D. Flowchart diagram
B. scatter diagram
The ________ in the ANOVA table indicates the level of significance. A. Minus Sig. value B. Sig. value C. Null Sig. value D. Positive Sig. value
B. significant value
Of the following, which is NOT an example of nonsampling error? A. All types of nonresponse error B. Size of the sample taken C. Data gathering and handling error D. Data interpretation error
B. size of the sample taken
The set of procedures in which the sample size and sample statistic are used to make an estimate of the corresponding population parameter is called: ____________. A. Process inference. B. Statistical inference. C. Population inference. D. Parameter inference.
B. statistical inference
________ often provide researchers with insights that lead to understanding even though they are not cause-and-effect relationships. A. Non-statistical relationships B. Statistical linkages or relationships C. Strategic relationships D. Relational databases
B. statistical linkages or relationships
Virtually every statistical test or procedure involves the computation of some critical statistic, and that statistic is used to determine what? A. The measureable significance of the findings B. The statistical significance of the findings C. The actionable significance of the findings D. The meaningful significance of the findings
B. statistical significance of the findings
In order to be potentially useful for a marketing manager, differences must at minimum be: _______. A. At a ratio of 2 to 1. B. Statistically significant. C. New and not part of existing knowledge. D. At a ratio of 10 to 1.
B. statistically significant
________ are those in which there is a high probability that the two variables will exhibit a dependable relationship, regardless of the type of relationship being analyzed. A. High correlations B. Strong associations C. High variabilities D. High dependencies
B. strong associations
The ________ is defined as the statistical inference test to be used with small samples sizes (n ≤ 30). A. z test B. t test C. p test D. n test
B. t test
After performing a hypothesis test, your group calculates a z-score of 2.25. Do you accept or reject your hypothesis? A. Your group would accept your hypothesis B. Your group would reject your hypothesis
B. your group would reject your hypothesis
Any correlation that falls between the absolute value range of ________ is usually considered indicative of a "weak" association between the variables. Any correlation that falls between the absolute value range of ________ is usually considered indicative of a "weak" association between the variables. A. .80 and .61 B. 1.00 and .81 C. .21 and .40 D. .60 and .41
C. .21 and .40
Using Microsoft Excel, calculate the standard deviation of the following numbers: 2, 4, 5, 6, 7, 8, 11, 13, and 15. The standard deviation for this data set is: ________. A. 2.39 B. 3.64 C. 4.31 D. 4.99
C. 4.31
Your research firm has conducted a study on males and females to determine if there is a difference between these two groups on their perception of McDonald's. In the sample of 200 men surveyed, 65% of the respondents in the male group eats at McDonald's once per week. In the sample of 150 women surveyed, 40% of the respondents dines at McDonald's each week. Calculate the standard error of the differences between these two percentages. A. 0.98 B. 1.29 C. 5.23 D. 6.11
C. 5.23
What is the median of the following data set: 2, 4, 5, 6, 7, 8, 11, 13, and 15? A. 5 B. 6 C. 7 D. 8
C. 7
A(n) __________ is that there is a true difference between two groups' population parameters. A(n) __________ is that there is a true difference between two groups' population parameters. A. Null parameter B. Null hypothesis C. Alternative hypothesis D. Null alternative hypothesis
C. alternative hypothesis
A researcher asks the question: "Rank these five brands from your first choice to your fifth choice." Which of the following descriptive statistic would he or she likely use? A researcher asks the question: "Rank these five brands from your first choice to your fifth choice." Which of the following descriptive statistic would he or she likely use? A. Range B. Frequency and/or percentage distribution C. Cumulative percentage distribution D. Standard deviation
C. cumulative percentage distribution
Generally, there is great potential for large nonsampling error to occur during the: _________. A. Sampling data stage. B. Planning stage. C. Data collection stage. D. Data analysis stage
C. data collection stage
Certain measures such as the mean, mode, standard deviation, and range are forms of ________ used by marketing researchers to describe the sample dataset in such a way as to portray the "typical" respondent and to reveal the general pattern of responses. A. Difference analysis B. Inference analysis C. Descriptive analysis D. Association analysis
C. descriptive analysis
Which of the following is a tabulation of the number of times that each different value appears in a particular set of values? A. Mean B. Range C. Frequency distribution D. Standard deviation
C. frequency distribution
A ________ gives you the probability of support for your hypothesis based on your sample evidence and sample size. A. Market test B. Respondent test C. Hypothesis test D. Survey test
C. hypothesis test
When a fieldworker believes he or she knows how to administer a survey but instead does it incorrectly, it is known as: ___________. A. Instinctive interviewer error. B. Intentional respondent error. C. Interviewer misunderstanding. D. Unintentional respondent error.
C. interviewer misunderstanding
It is useful for a researcher to offer the "don't know" option with questions that require mental effort in order to reduce: A. Item breakoffs. B. Item cheating. C. Item omissions. D. Refusals to participate.
C. item omissions
When trying to meet survey deadlines, Andrew verbally coaches respondents to obtain the desired responses. What type of interviewer error is this? A. Distracting the respondent B. Pressuring the respondent C. Leading the respondent D. Misleading the respondent
C. leading the respondent
The ________ is a descriptive analysis measure defined as that value in a string of numbers that occurs most often. A. Variable B. Mean C. Mode D. Median
C. mode
To test whether a true difference exists between two group percentages, we test the: __________. A. Alternative hypothesis. B. Causal hypothesis. C. Null hypothesis. D. Attributive hypothesis.
C. null hypothesis
The purpose of ________ is to determine the presence of "bad" respondents and to throw out the ones with severe problems. A. Examination of incorrect answers B. Valid data inspection C. Raw data inspection D. Examination of correct answers
C. raw data inspection
Statistical procedures and models are available to the marketing researcher to help make forecasts about future events; these fall under the category of: ___________. A. Descriptive analysis. B. Association analysis. C. Relationship analysis. D. Inference analysis.
C. relationship analysis
What does statistical inference take into account? A. That small random samples are more precise than are larger ones B. That multiple small random samples are more accurate than a large one C. That large random samples are more accurate than are small ones D. That two large random samples are more accurate than a single small one
C. that large random samples are more accurate than small ones
When the sample size is 30 or greater it requires the use of a ________. When the sample size is 30 or greater it requires the use of a(n) ______________. A. p test B. n test C. z test D. t test
C. z test
A study is conducted to determine if males (group 1) and females (group 2) drink different amounts of coffee per week. A sample of 200 males and 200 females were carefully studied and the average coffee drank in the male group was 10 cups of coffee per week with a standard deviation of 1.5 whereas the female group drank 13 cups of coffee with a standard deviation of 0.5. Calculate the z-score of this study using the difference between two means. A. -1.25 B. -2.84 C. -13.49 D. -26.83
D. -26.83
Your research firm has conducted a study on males and females to determine if there is a difference between these two groups on their perception of McDonald's. In the sample of 200 men surveyed, 65% of the respondents in the male group eats at McDonald's once per week. In the sample of 150 women surveyed, 40% of the respondents dines at McDonald's each week. Calculate the z-score for this study. A. 2.56 B. 3.98 C. 4.12 D. 4.78
D. 4.78
Eastland Mall conducts a survey of 1,000 shoppers, and the results of this survey include: 450 survey completions, 350 surveys that are deemed ineligible, 150 refusals, and 50 people that were not reached. Calculate the CASRO Reponse Rate using the Expanded Form equation. The CASRO Response Rate is: ____________. A. 68% B. 70% C. 73% D. 80% E. 83.5% F. 90%
D. 80%
When a researcher uses the Pearson product moment correlation, two highly correlated variables will appear on a scatter diagram as what? When a researcher uses the Pearson product moment correlation, two highly correlated variables will appear on a scatter diagram as what? A. A tight hexagonal B. A single small square C. Two triangular patterns D. A tight ellipse pattern
D. a tight ellipse pattern
To ensure that sample information is more accurate than a hypothesis, a researcher must make sure that the sampling procedure: __________. A. Adheres strictly to probability sampling requirements. B. Adheres strictly to quality requirements and assure representativeness. C. Adheres strictly to survey instrument requirements and assure representativeness. D. Adheres strictly to probability sampling requirements and assure representativeness.
D. adheres strictly to probability sampling requirements and assure representativeness
________ means that a marketer can focus various marketing strategies and tactics, such as product design or advertising, on the market segments to accentuate the differences between the segments. A. A measurable difference B. A statistically significant difference C. A meaningful difference D. An actionable difference
D. an actionable difference
When a researcher wants to compare the means of three, four, five, or more different groups, what type of analysis should be used to accomplish such multiple comparisons? When a researcher wants to compare the means of three, four, five, or more different groups, what type of analysis should be used to accomplish such multiple comparisons? A. Multiple regression B. Difference analysis C. Comparison analysis D. Analysis of variances
D. analysis of variances
________ means the researcher knows if the relationship between variables is positive or negative. A. Significance B. General C. Pattern D. Direction
D. direction
Marketing researchers usually construct a ________ that summarizes the significant differences in an efficient manner when reporting group differences. Marketing researchers usually construct a ________ that summarizes the significant differences in an efficient manner when reporting group differences. A. Comparison of means tables B. Comparison of significant findings C. Comparison table D. Group comparison table
D. group comparison table
One of the advantages of using ANOVA is that it ________, because all a researcher needs to do is to look at the Sig. value. A. Immediately notifies the researcher of potential problems B. Raises cautionary issues of concern regarding differences C. Allows the researcher to find similarities D. Immediately notifies the researcher if there is any significant difference
D. immediately notifies the researcher if there is any significant difference
When statistical procedures are used by marketing researchers to generalize the results of a sample to the target population that it represents, the process is referred to as: A. Descriptive analysis. B. Difference analysis. C. Relationship analysis. D. Inference analysis.
D. inference analysis
________ requires that standard or innovative market segmentation bases are used, and that these bases uniquely identify the various groups so they can be analyzed and put in the marketer's targeting mechanisms. ______________ requires that standard or innovative market segmentation bases are used, and that these bases uniquely identify the various groups so they can be analyzed and put in the marketer's targeting mechanisms. A. Market targeting B. Market research C. Market planning D. Market segmentation
D. market segmentation
A scale variable requires comparing which of the following? A scale variable requires comparing which of the following? A. Medians B. Percentages C. Modes D. Means
D. means
When a researcher creates the raw percentages, then computes cumulative percentages and, by inspecting these, finds where the 50-50 break occurs, they are using which type of descriptive analysis? A. Mode B. Variance C. Mean D. Median
D. median
A ________ is one in which the presence (or absence) of a label for one variable is systematically associated with the presence (or absence) of a label for another variable. A. non-linear relationship B. non-curvilinear relationship C. non-elliptical relationship D. nonmonotonic relationship
D. nonmonotonic relationship
There are three general sources of unintentional interviewer errors. Which of the following is NOT a source of unintentional interviewer error? A. Interviewer personal characteristics B. Interviewer misunderstandings C. Interviewer fatigue D. Offering answers
D. offering answers
Options available to determine where the pair(s) of statistically significant differences between the means exist(s) are called? A. Ad hoc tests B. Hypotheses tests C. Post hypothesis tests D. Post hoc tests
D. post hoc tests
Values that are computed from information provided by a sample are referred to as the sample's: A. Parameters. B. Errors. C. Variabilities. D. Statistics.
D. statistics
Sometimes the opportunity arises to use the ________, in which, instead of directly quizzing the respondent about a subject that might be embarrassing, the interviewer couches the question in terms of another person who is similar to the respondent. A. In-direct technique B. Anonymous person technique C. Confidentiality technique D. Third-person technique
D. third-person technique
The strategy aimed at the falsification/cheating problem is: __________. A. Double-checking. B. Re-checking. C. Double-blind interviewing. D. Validation.
D. validation
Your research team hypothesizes that students at Illinois State University spend an average of $25 dollars per week on groceries. After conducting research, your group determines that the average amount spent on groceries by Illinois State students is $30.00 per week with a standard deviation of $5.00 based on 300 student responses. Calculate the z-score of this study. A. 0.00 B. 0.25 C. 1.24 D. 3.62 E. 5.99 F. 14.57 G. 17.32
G. 17.32
Statistical tests are used when a researcher wants to ________ of two different groups or samples.
compare the means or percentages
Fundamental differences are based on all of the following EXCEPT:__________.
implied significance
In SPSS, the following question: "On a scale of 1 to 5, how does McDonald's rate in quality of their coffee offerings?" would be best measured using which of the following variable types?
interval scale
In SPSS, the following question: "Rate the following brands from your first choice to your last choice" would be best measured using which of the following variable types?
ordinal scale
