market research test 2

If a researcher wants to summarize the responses of subjects by gender and awareness of a particular brand ("Yes" or "No"), he or she should use a ____ contingency table. a. 1 x 2 b. 2 x 2 c. 2 x 3 d. normal

2 x 2

The orderly arrangement of data in a summary format showing the number of responses to each response category is called ____. a. tabulation b. frequency c. analysis d. interpretation

TABULATION

Which characteristic is a key difference between ratio and interval scales? a. number of items b. absolute zero c. number of intervals d. nominal values

absolute zero

"I hate asparagus" is an example of which component of an attitude toward asparagus?

affective

All of the following are stages in the selection of a sample EXCEPT to ____.

analyze data

In which section of the research report should extremely comprehensive or detailed charts be placed? a. introduction b. body c. executive summary d. appendix

appendix

A filter question that used to determine what part of the questionnaire respondents are directed to is called a(n) ____.

branching question

A company decides to send an Internet survey to all of its 127-member sales force to determine their morale. This is a ____.

census

Which theorem states that as sample size increases, the distribution of sample means of size n, randomly selected, approaches a normal distribution?

central-limit

In the research report, suggestions about the next steps appear in the ____ section. a. title page b. introduction c. conclusions and recommendations d. body

conclusions and recommendations

Which of the following refers to concepts measured with multiple variables? a. operation b. construct c. concept d. scale

construct

A researcher interested in a data matrix that displays the frequency of some combination of possible responses to multiple variables should construct a ____. a. perceptual map b. contingency table c. regression equation d. marginal table

contingency table

When a local television station sends a crew to interview joggers in the city park on a beautiful spring day, what type of sample is being used?

convenience sample

An introductory statement or preamble to a potentially embarrassing question that reduces a respondent's reluctance to answer by suggesting that certain behavior is not unusual is called a ____ statement.

counterbiasing

Which of the following is the appropriate technique for addressing research questions involving relationships among multiple variables that are measured with a less-than interval scale? a. cross-tabulation b. ANOVA c. regression d. cluster analysis

cross-tabulation

When a researcher has made the decision to conduct a survey using a sample of the population, the FIRST step in the selection of the sample is to ____.

define the target population

In the regression equation, Y = a + b X, Y is the ____. a. independent variable b. slope c. dependent variable d. intercept

dependent variable

In a typical line graph, the ____ variable is shown on the vertical y-axis and the ____ variable is shown on the horizontal x-axis. a. dependent; independent b. ratio; nominal c. independent; dependent d. primary; secondary

dependent; independent

The transformation of raw data into a form that makes the data easier to understand and to interpret is called ____.

descriptive analysis

All of the following are elements of the executive summary of research report EXCEPT for ____. a. recommendations, or suggestions for action, based on the conclusions b. objective of the report c. the methodology and the major results d. detailed charts and tables with results

detailed charts and tables with results

Measures that can take on only one of a finite number of values are called ____.

discrete measures

"Do you agree or disagree with the statement: The Federal Reserve Bank and the large U.S. banks are responsible for the high foreclosures on home mortgages" is an example of a(n) ____ question.

double-barreled

An arrangement of data that shows the number of times each category occurs is called a(n) ____ table. a. cross-tabulation b. frequency c. percentage d. pre-coding

frequency

Which technique recommends asking general questions before specific questions in order to obtain unbiased responses?

funnel technique

All of the following can be measured using ratio scales EXCEPT ____. a. gender b. income c. temperature d. weight

gender

When a researcher uses pictures, tables, or charts to clarify complex points or emphasize a message in a research report, he or she is using ____. a. verbal elements b. medium elements c. graphic aids d. formalizers

graphic aids

Which graphical application shows a frequency distribution in which the height of a bar corresponds to the frequency of a category? a. perceptual map b. histogram c. contingency table d. frequency chart

histogram

As sample size ____, random sampling error ____.

increases; decreases

In regression analysis, the symbol X is commonly used for the ____ variable, and the symbol Y is commonly used for the ____ variable. a. dependent; moderating b. independent; dependent c. dependent; independent d. independent; moderating

independent; dependent

When the on-time performance of airlines is used to predict the number of customer complaints in a regression equation, on-time performance is the ____ variable and the number of customer complaints is the ____ variable. a. independent; dependent b. dependent; dependent c. dependent; independent d. independent; predictor

independent; dependent

When a researcher wants to estimate national market share based on the results of the test market for a new product in St. Louis and Kansas City, this is an example of:

inferential statistics

The specific objectives of the research report should be presented in the ____. a. appendix b. introduction c. results d. recommendations

introduction

"What is your favorite hobby, playing video games, or what?" is an example of what type of question.

leading

A method to check if survey participants are paying due attention is called instruction manipulation check. It stipulates that participants select a given choice in a question rather than provide what they believe is the correct answer to the question. In this case, if you are carefully reading this quiz question from beginning to end, please select answer "leading". Do not select "fixed-alternative". "What is your gender? M F Other" is an example of a(n) ____ question.

leading

"In light of the current economic crisis, do you agree or disagree that the President of the United States is doing a good job of managing the economy?" is an example of what type of question.

loaded

"Should Dillard's keep its excellent department store credit card program? ____ Yes ____ No" is an example of ____.

making an assumption

Carlos is examining the row and column totals in a contingency table. What are these called? a. marginals b. subtotals c. totals d. running totals

marginals

The arithmetic average of a set of numbers is referred to as the _____.

mean

The value below which half the values in a distribution fall is the ____.

median

The measure of central tendency that identifies the value that occurs most often is called the ____.

mode

When a third variable is included in an analysis and that third variable changes the relationship between the independent variable and the dependent variable in an important way, the third variable is called a(n) ____. a. spurious variable b. contingency variable c. moderator variable d. outlier variable

moderator variable

When a researcher is attempting to predict sales volume by using building permits, amount of advertising, and the income levels of residents, the researcher is most likely using ____. a. univariate analysis b. a chi-square analysis c. multiple regression analysis d. factor analysis

multiple regression analysis

Which type of analysis involves three or more variables? a. univariate statistical analysis b. bivariate statistical analysis c. multivariate statistical analysis d. polyvariate statistical analysis

multivariate statistical analysis

Dichotomous and multiple-choice alternatives in fixed-alternative questions should not have overlap among categories. That is, the categories should be ____.

mutually exclusive

One of the most common probability distributions in statistics is the _____ distribution.

normal

The formula for the chi-square test uses ____. a. observed and expected frequencies b. observed and expected percentages c. the two sample means d. the two sample standard deviations

observed and expected frequencies

Lists of respondents who have agreed to participate in marketing research along with their e-mail contact information are called ____.

online panels

Janet has agreed to participate in surveys online. Every few weeks, she is sent an email asking her to participate in an online survey. What did Janet most likely do to become involved in these research studies?

opted in

A respondent in a personal interview is asked questions about shopping at a specific department store in the shopping mall, and then is asked general questions about shopping at that mall. What type of mistake in design has been made?

order bias

In which type of chart do the slices represent a percentage of the whole? a. bar chart b. line chart c. column chart d. pie chart

pie chart

Which type of software allows answers from previous questions to be inserted into unfolding questions on Internet surveys?

piping software

In which type of sampling does every element in the population have a known, nonzero probability of selection?

probability sampling

The ____ is a measure of dispersion.

range

Which of the following is not a measure of the central tendency of a set of scores? a. mode b. median c. mean d. range

range

A person's weight is best described as being measured on a(n) ____ scale.

ratio

Which of the following is an indicator of a measure's internal consistency? a. reliability b. validity c. coefficient beta d. sensitivity

reliability

Which aspect of the research methodology section of the research report should include an explanation of whether the research was exploratory, descriptive, or causal? a. sample design b. research design c. analysis d. data collection

research design

The findings of the study should be presented in the ____ section. a. introduction b. recommendations c. appendix d. results

results

In ____, the value assigned for a response takes on a value opposite to that normally assigned to the scale labels.

reverse coding

Which type of error occurs when potential respondents are improperly excluded before the sample is taken?

sampling frame error

In the regression equation, Y = a + b X , b is the ____. a. y-intercept b. independent variable c. slope of the regression line d. dependent variable

slope of the regression line

A researcher measures the reliability of an instrument by comparing the results of the odd-numbered questions with the results of the even-numbered questions. What type of reliability is being assessed?

split-half

Which of the following eliminates the drawback of having the measure of dispersion in squared units rather than in the original measurement units?

standard deviation

Which value provides a common metric allowing regression results to be compared to one another, regardless of what the original scale range may have been? a. standardized regression coefficient (b) b. Chi-square c. coefficient of determination (R2) d. raw parameter estimates

standardized regression coefficient (b)

Summary measures about variables computed using only data taken from a sample are called sample ____:

statistics

The last portion to be written in a research report should be the ____. a. summary b. body c. introduction d. appendix

summary

A researcher is measuring consumers' attitudes toward product placement in movies using five attitude items. She created a scale by simply adding up the responses to each item making up the composite measure. This composite measure is called a(n) ____.

summated scale

Which type of sampling error is primarily due to the nature of a study's design and the correctness of study execution?

systematic sampling error

Counting the number of responses to questions in a survey by hand is called ____. a. indexing b. tallying c. collating d. moderating

tallying

Asking respondents to remember something without providing any clues to help them remember is called ____.

unaided recall

In the regression equation, Y = a + b X, a is the symbol for the ____. a. slope of the regression line b. y-intercept of the regression line c. dependent variable d. independent variable

y intercept of the regression line

Consider this regression equation: Y = 24.35 - 14.2 X. Here, 24.35 is the ____, and -14.2 is the ____.

y-intercept; slope