Marketing Research Exam #3 and Final

All extreme values result from errors and point to problems with the data.

False

Because low response rates increase the probability of response bias, an attempt should always be made to improve the response rate.

False

In the statistical approach to determining sample size, the precision level is specified in the end.

False

Information useful for formulating a data analysis strategy is not readily available on the internet.

False

Lambda assumes that the variables are measured on an ordinal scale.

False

The confidence level is the range into which the true population parameter will fall, assuming a given level of confidence.

False

The runs test tests the goodness of fit of the observed number of observations in each category to the number expected under specified binomial distribution.

False

The sampling distribution is the probability of the values of a sampling statistic computed for each possible sample that could be drawn from the target population under a specified sampling plan.

False

When conducting marketing research in foreign countries, statistical estimation of sample size may be difficult as estimates of the population mean may be unavailable.

False

When using the confidence interval approach to sample size determination, if the statistic of interest is a proportion, rather than a mean, the approach to sample size determination is very different.

False

Suppose a simple random sample of five hospitals is to be drawn from a population of 20 hospitals. There are 15,504 different samples of size 5 that can be drawn. The relative frequency distribution of the values of the mean of these 15,504 different samples would specify the ________ of the mean.

Sampling distribution

In the context of the Internet usage example, suppose we wanted to test whether the probability of observing a K value of .222, as determined by the normalized z statistic, is 0.103. Because this is more than the significance level of 0.05, the null hypothesis cannot be rejected. What do the results mean?

The distribution of the Internet usage does not deviate significantly from the normal distribution.

An asymmetrical lambda value of 1 happens when each independent variable category is associated with a single category of the dependent variable.

True

Creative Research Systems (www.surveysystem.com) is a Web sites on the Internet that offer free use of sample size and/or confidence interval calculator.

True

If the kurtosis is positive, the distribution is more peaked than a normal distribution.

True

In a symmetric distribution, the values on either side of the center of the distribution are the same, and the mean, mode, and median are equal.

True

Nonparametric tests are conducted in SPSS via the NONPARAMETRIC TESTS program.

True

Nonresponse rates should always be reported and, whenever possible, the effects of nonresponse should be estimated.

True

Prior notification increases response rates for samples of the general public because it reduces surprise and uncertainty and creates a more cooperative atmosphere.

True

The process of generalizing the sample results to the population results is called statistical inference.

True

The statistical approach to determining sample size is based on the construction of confidence intervals around sample means or proportions.

True

The statistically determined sample size is the net or final sample size, the sample remaining after eliminating potential respondents who do not qualify or who do not complete the interview.

True

The test statistic measures how close the sample has come to the null hypothesis and often follows a well-known distribution, such as the normal, t, or chi-square distribution.

True

When determining the sample size, if the population standard deviation, σ is unknown and an estimate is used, the standard deviation should be re-estimated once the sample has been drawn. Next a revised confidence interval should be calculated to determine the precision level actually obtained.

True

When the sample size is 10 percent or more of the population size, the standard error formulas will overestimate the standard deviation of the population mean or proportion. Hence, these should be adjusted by a finite population correction factor.

True

________ is an ANOVA technique used when respondents are exposed to more than one treatment condition and repeated measurements are obtained.

a. Repeated measures ANOVA

Contrasts are used in ANOVA to determine which of the means are statistically different.

a. True

SSwithin is referred to as SSerror.

a. True

The use of dummy variables refers to a respecification procedure using variables that take on only two values, usually 0 or 1.

a. True

Type I error occurs when the sample results lead to the rejection of the null hypothesis when it is in fact true.

a. True

Unlike traditional data collection, in social media respondents do not merely respond to questions or stimuli. Rather, they generate the data and edit it by their communal participation.

a. True

When utilizing univariate techniques, the samples are ________ if they are drawn randomly from different populations.

a. independent

For multivariate statistical techniques, when there is ________, multivariate analysis of variance and covariance and canonical correlation, and multiple discriminant analysis can be used.

a. more than one dependent variable

Repeated measures analysis of variance may be thought of as an extension of the ________ to the case of more than two related samples.

a. paired samples t test

When estimating a population parameter by using a sample statistic, the ________ is the desired size of the estimating interval. This is the maximum permissible difference between the sample statistic and the population parameter.

a. precision level

If you are counting and classifying questionnaires to determine if quotas and cell group sizes have been met, you are at the ________ step of the data-preparation process.

a. questionnaire checking

The ________ test is a nonparametric test for examining differences in the location of two populations, based on paired observations, that compares only the signs of the differences between pairs of variables without taking into account the magnitude of the differences.

a. sign test

The ________ is called the standard error of the mean or the proportion to indicate that it refers to a sampling distribution of the mean or the proportion, and not to a sample or a population.

a. standard deviation

The equation for a 95% confidence interval is: ________.

a. x (line ontop of x) ± 1.96 σ

Analysis of covariance is most useful when the covariate is not linearly related to the dependent variable and is not related to the factors.

b. False

Square root and log transformations are seldom used in the respecification of variables.

b. False

The first step in hypothesis testing is to select an appropriate statistical technique and the corresponding test statistic.

b. False

Suppose that four groups, each consisting of 100 randomly selected individuals, were exposed to four different commercials about Tide detergent. After seeing the commercial, each individual provided ratings on preference for Tide, preference for Proctor and Gamble (the company making Tide), and preference for the commercial itself. Because these three preference variables are correlated, ________ should be conducted to determine which commercial is the most effective (produced the highest preferences across the three variables).

b. MANOVA

Which of the following statements is not true about parametric tests?

b. Parametric tests are used when the independent variables are non-metric.

________ involves transferring the coded data from the questionnaires or coding sheets onto disks or magnetic tapes, or directly into computers by keypunching.

b. Transcribing data

An advanced analysis of variance procedure in which the effects of one or more metric-scaled extraneous variables are removed from the dependent variable before conducting the ANOVA is called ________.

b. analysis of covariance (ANCOVA)

________ is a measure of variation in Y that is explained by the independent variable X.

b. eta^2 (η^2)

The alternative hypothesis: the percentage of Internet users who use the Internet for shopping is greater than .40, is a ________.

b. one-tailed test

A Kolmogorov-Smirnov one-sample test was conducted. The largest absolute difference between the observed and normal distribution was K = 0.222. The sample size was only 30 therefore, the approximate formula was used and the critical value for K was 0.248. Because the calculated value of K is ________ than the critical value, the null hypothesis ________ be rejected.

b. smaller; cannot

You would use weighting under which circumstance?

b. to adjust the sample so that greater importance is attached to respondents with certain characteristics

Which statement is not correct about the null hypothesis?

c. Accepting the null hypothesis will lead to some changes in opinions or action.

Most refusals occur ________.

c. Both A and B are correct.

Which of the following is an option available for the treatment of missing values?

c. Both A and B are correct.

Mean, median, variance, standard deviation, minimum, maximum, and range are some of the statistics that can be calculated via ________, ________, and ________ in SPSS.

c. FREQUENCIES; EXPLORE; and DESCRIPTIVES

Which statement is not true about nonresponse issues in sampling?

c. For a given study, if the nonrespondents differ from the respondents on the characteristics of interests, the sample estimates will only be mildly biased.

A recent study indicated that consumers prefer ________ surveys versus the ________ method of surveys.

c. Internet; telephone

In ________, also known as across-countries analysis, the data of all the respondents can be pooled and analyzed.

c. Pancultural analysis

The ________ is used to test the statistical significance of the observed association in cross-tabulation.

c. chi-square statistic

The strength of the effects of X (independent variable or factor) on Y (dependent variable) is measured by ________.

c. eta^2 (η^2)

Categorical independent variables are ________. The independent variables must all be categorical (nonmetric) to use ________.

c. factors; ANOVA

The rate of occurrence of persons eligible to participate in the study expressed as a percentage is the ________.

c. incidence rate

A covariate is a ________ independent variable used in ________.

c. metric; ANCOVA

You would use scale transformation under which circumstance?

c. to compare image variables measured on a seven-point semantic differential scale with attitude variables measured on a continuous rating scale and lifestyle variables measured on a five-point Likert scale

The major multivariate technique for examining ________, is factor analysis.

c. variable interdependence

The mean squared deviation of all the values from the mean is the ________.

c. variance

The effect of ________ is to increase or decrease the number of cases in the sample that possess certain characteristics.

c. weighting

Univariate techniques can be classified based on ________.

d. A and B are correct

When utilizing univariate techniques, for metric data, when there is (are) ________ the z test and the t test can be used.

d. A and B are correct

________ are contrasts made after the analysis.

d. A posteriori contrasts

The introduction of a third variable in cross-tabulation can result in which of the following possibilities?

d. All of the above are correct.

Which statement is true concerning ethical issues concerned with data preparation?

d. All of the above statements are true.

Hypothesis tests can be related to ________.

d. B and C are correct (b. tests of differences and c. tests of association)

When using SPSS Windows one-way ANOVA can be efficiently performed using the ________ program.

d. COMPARE MEANS

The F test of sample variance may be performed if it is not known whether the two populations have equal variance. In this case the hypotheses are ________.

d. H0:σ1^2 = σ2^2 H1:σ1^2 ≠ σ2^2

________ are suitable for analyzing data when there are two or more measurements of each element and the variables are analyzed simultaneously.

d. Multivariate techniques

The effects of X on Y is measured by ________.

d. SSx

Which test is not an independent samples test?

d. Wilcoxon matched-pairs signed-ranks test

A frequency distribution helps determine ________.

d. all of the above

Analysis of covariance includes at least one ________ independent variable and at least one ________ independent variable.

d. categorical; interval

The percentage of qualified respondents who complete the interview is the ________.

d. completion rate

Which step are you on in the procedure for conducting one-way analysis of variance if you are decomposing SSy into two components using the equation SSy = SSbetween + SSwithin?

d. decompose the total variation

The ________ refers to the fact that ordinarily the assumption in analysis of variance that the categories of the independent variable are fixed.

d. fixed-effects model

Which program or function listed below is not useful for conducting nonparametric tests?

d. none of the above (a. Stat>Time Series b. NPAR TESTS c. NPAR1WAY)

The ________ is the probability of rejecting the null hypothesis when it is in fact false, and should be rejected.

d. power of a test

If the population standard deviation was assumed to be known, rather than estimated from the sample, a ________ would be appropriate rather than a ________.

d. z test; t test

Which method of improving response rate involves offering potential respondents monetary and non-monetary gifts?

incentives

Which of the formulas below would be used to determine the sample size using the formula for the standard error of the mean?

n= variance * z squared / D squared

In ________, cost does not enter directly into the calculation of sample size.

simple random sampling

Generally, large samples are desirable in social media research.

true

High response rates decrease the probability that nonresponse bias is substantial.

true

If the researcher is required to estimate several parameters, not just one, the calculation of sample size in these cases should be based on a consideration of all the parameters that must be estimated.

true

In tests of associations, the null hypothesis is that there is no association between the variables (H0:......is NOT related to....).

true

Modest departures from the assumptions in analysis of variance do not seriously affect the validity of the analysis.

true

Prepaid incentives have been shown to increase response rates to a greater extent than promised incentives.

true

SPSS Missing Values Analysis can assist in diagnosing missing values and replacing missing values with estimates. The missing values can also be treated within the context of the SPSS Base module.

true

The most commonly used measure in ANOVA indicating the relative importance of factors is omega squared, (ω2).

true

The value of η2 varies between 0 and 1.

true

The test statistic used in the Wilcoxon matched-pairs signed-ranks test is ________.

z

Nonparametric tests are not available in ________.

a. Excel

________ include the range, interquartile range, variance or standard deviation, and coefficient of variation.

a. Measures of variability