Market Research Test #2

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

b. frequency

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

b. research design

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? a. test-retest b. split-half c. equivalent-forms d. criterion

b. split-half

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

b. tallying

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

b. y-intercept of the regression line

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

c. conclusions and recommendations

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

d. appendix

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

d. detailed charts and tables with results

. 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

d. pie chart

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

a. cross-tabulation

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

a. dependent; independent

The transformation of raw data into a form that makes the data easier to understand and to interpret is called ____. a. descriptive analysis b. outlier analysis c. computer mapping d. box and whisker plotting

a. descriptive analysis

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

a. gender

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

a. independent; dependent

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

a. marginals

One of the most common probability distributions in statistics is the _____ distribution. a. normal b. standard c. central d. confidence interval

a. 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

a. observed and expected frequencies

Which type of software allows answers from previous questions to be inserted into unfolding questions on Internet surveys? a. piping software b. interactive software c. error trapping software d. funneling software

a. piping software

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

b. 2 x 2

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

b. absolute zero

A filter question that used to determine what part of the questionnaire respondents are directed to is called a(n) ____. a. anchoring question b. branching question c. funneling question d. piping question

b. branching question

Which theorem states that as sample size increases, the distribution of sample means of size n, randomly selected, approaches a normal distribution? a. prospect b. central-limit c. dispersion d. entropy

b. central-limit

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

b. 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

b. contingency table

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. a. filter b. counterbiasing c. reassurance d. lead-in

b. counterbiasing

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

b. histogram

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

b. independent; dependent

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

b. introduction

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. a. loaded b. leading c. fixed-alternative d. filter

b. leading

"Should Dillard's keep its excellent department store credit card program? ____ Yes ____ No" is an example of ____. a. using a branching question b. making an assumption c. a double-barreled question d. using a checklist

b. making an assumption

The value below which half the values in a distribution fall is the ____. a. mean b. median c. mode d. range

b. median

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

c. dependent variable

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

c. graphic aids

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: a. descriptive statistics b. the central limit theorem c. inferential statistics d. the standardized normal distribution

c. inferential statistics

"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. a. counterbalancing b. order bias c. loaded d. double-barreled

c. loaded

The arithmetic average of a set of numbers is referred to as the _____. a. proportion b. mode c. mean d. median

c. mean

The measure of central tendency that identifies the value that occurs most often is called the ____. a. mean b. median c. mode d. range

c. 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

c. 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

c. 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

c. multivariate statistical analysis

The ____ is a measure of dispersion. a. mean b. proportion c. range d. mode

c. range

A person's weight is best described as being measured on a(n) ____ scale. a. ordinal b. interval c. ratio d. nominal

c. ratio

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

c. slope of the regression line

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) ____. a. derived scale b. additive scale c. summated scale d. primary scale

c. summated scale

"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. a. counterbiasing b. open-ended response c. counterbalancing d. double-barreled

d. double-barreled

Which technique recommends asking general questions before specific questions in order to obtain unbiased responses? a. skip logic technique b. telescoping c. squishing d. funnel technique

d. funnel technique

"What is your favorite hobby, playing video games, or what?" is an example of what type of question. a. loaded b. branching c. filter d. leading

d. leading

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

d. range

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

d. results

Consider this regression equation: Y = 24.35 - 14.2 X. Here, 24.35 is the ____, and -14.2 is the ____. a. slope; y-intercept b. independent variable; slope c. dependent variable; y-intercept d. y-intercept; slope

d. y-intercept; slope

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

a. reliability

In ____, the value assigned for a response takes on a value opposite to that normally assigned to the scale labels. a. reverse coding b. indexing c. alpha coding d. convergence

a. reverse coding

Which of the following eliminates the drawback of having the measure of dispersion in squared units rather than in the original measurement units? a. standard deviation b. variance c. deviation d. mean

a. 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

a. standardized regression coefficient (b)

Summary measures about variables computed using only data taken from a sample are called sample ____: a. statistics b. parameters c. estimates d. scores

a. statistics

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

a. summary

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

a. tabulation

Dichotomous and multiple-choice alternatives in fixed-alternative questions should not have overlap among categories. That is, the categories should be ____. a. exhaustive b. mutually exclusive c. positively worded d. balanced

b. mutually exclusive

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? a. filter effect b. order bias c. double-barreled effect d. loaded effect

b. order bias

"I hate asparagus" is an example of which component of an attitude toward asparagus? a. affective b. behavioral c. cognitive d. perceptive

a. affective

Measures that can take on only one of a finite number of values are called ____. a. discrete measures b. neutral measures c. limited measures d. continuous measures

a. discrete measures

Asking respondents to remember something without providing any clues to help them remember is called ____. a. unaided recall b. aided recall c. recognition d. cognitive retrieval

a. unaided recall