MAR 4613 Marketing Research Final Exam prep

"You conducted a survey to determine how much consumers spend per month in restaurants. You hypothesized (i.e. expected) that this number is $170. You have decided to conduct a one-sample t-test to decide whether the sample mean in the sample is different than the number you hypothesized. The results of the analysis from SPSS are included below: How many total dollars do you spend per month in restaurants (for your meals only)?N: 400 Mean: $150.0525 Std. Dev.: $92.70629 STD. Error mean: $4.63531" The results indicate that the average amount of money spent on restaurants in a month is approximately

$150

Suppose that the you observed the 30% out of 50 the cars rented over a 4 hours period at Alamoo Car Rental are Chevrolet. You want to determine the extent to which you can generalize this finding to the population and therefore have decided to calculate the confidence interval for the proportion. You have decided to report a 95% confidence interval.Z is equal to _____________ in this problem.

1.96

Suppose that you observed the average cars rented per day over the last 200 days were 150 cars per day. The standard deviation is 30. You want to determine the extent to which you can generalize this finding to the population and therefore have decided to calculate the confidence interval for the mean. You have decided to report a 99% confidence interval.The lower bound for the confidence interval is __________ while the upper bound is______________:

144.53 ; 155.47

Suppose that the you observed the 30% out of 50 the cars rented over a 4 hours period at Alamoo Car Rental are Chevrolet. You want to determine the extent to which you can generalize this finding to the population and therefore have decided to calculate the confidence interval for the proportion. You have decided to report a 95% confidence interval.The lower bound for the confidence interval is __________ while the upper bound is______________:

17.3; 42.70

Suppose that you observed the average cars rented per day over the last 200 days were 150 cars per day. The standard deviation is 30. You want to determine the extent to which you can generalize this finding to the population and therefore have decided to calculate the confidence interval for the mean. You have decided to report a 99% confidence interval.The standard error of the estimate is:

2.12

Suppose that you observed the average cars rented per day over the last 200 days were 150 cars per day. The standard deviation is 30. You want to determine the extent to which you can generalize this finding to the population and therefore have decided to calculate the confidence interval for the mean. You have decided to report a 99% confidence interval.Z is equal to _____________ in this problem.

2.58

Suppose that the you observed the 30% out of 50 the cars rented over a 4 hours period at Alamoo Car Rental are Chevrolet. You want to determine the extent to which you can generalize this finding to the population and therefore have decided to calculate the confidence interval for the proportion. You have decided to report a 95% confidence interval.The standard error of the estimate is:

6.48

The third measure of central tendency is the mean, sometimes referred to as the average. It differs from the mode and the median in that:

A computation is necessary.

A marketing researcher at Disney is trying to measure satisfaction with the different rides at Disney. The marketing researcher is unsure that the visitors of the park have strong opinions about some of the satisfaction questions. This implies that the researcher should use a:

A scale with a neutral point

Suppose you have a dataset with four variables. Satisfaction with the quality of education FGCU on a 1-7 scale (1=extremely dissatisfied, 7=extremely satisfied), satisfaction with the facilities of FGCU on a 1-7 scale (1=extremely dissatisfied, 7=extremely satisfied), class level (1=freshman, 2=sophomore, 3=junior, 4=senior), and finally the intention to recommend FGCU to other potential students (1= Yes, 2=No).What statistical test would you use if you wanted to determine if satisfaction with the quality of education is different based on class level?

ANOVA

What test of difference should you use when you have one continuous variable and one categorical variable with more than 2 categories.

ANOVA

A researcher who wants to see if variables, such as advertising recall scores, positively associate with intentions to buy the advertised brand would use:

Association analysis.

Please indicate what your salary is.The previous question should be adjusted to:

Be crystal clear.

Please express your level of agreement in terms of the factors that you would consider the next time when you select a fast food restaurant to dine at when you are hungry after lunch and in the evening.The previous question should be adjusted to:

Be simple and grammatically correct.

Using numbers associated with question response options to facilitate data analysis after the survey has been conducted is known as:

Coding.

The following paragraph is an introduction on questionnaire collected through an online survey:Dear participant,We are UMC and independent marketing agency and you have been randomly selected from the marketing research panel to participate in a survey on consumer's perceptions of and purchase behaviors regarding chocolate bars. You will receive a $10 gift certificate from Amazon.com upon the completion of the survey. Please click the following link if you would like to participate in this anonymous survey. You will be asked to enter your email at the end to receive your $10 gift card by email.This introduction:

Communicates both non monetary and monetary incentives.

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?

Confidence intervals

A researcher asks the question: "Rank these five brands from your first choice to your fifth choice." Which measure of variability would he or she likely use?

Cumulative percentage distribution

A researcher may be investigating credit card usage and may want to see if high-income earners differ from moderate-income earners in how often they use American Express. What type of analysis might the researcher choose to compare expenditures by high-income earners versus moderate-income earners?

Difference analysis

An ordinal scale Is characterized by distance.

False

Often demographic questions should come at the beginning of the questionnaire.

False

Please indicate the extent to which you like the food and atmosphere at Chipotle.The previous question should be adjusted to:

Focus on a single issue.

A researcher accumulates the gender of each respondent. Which measure of variability would he or she likely use?

Frequency and/or percentage distribution

Which of the following is a tabulation of the number of times that each different value appears in a particular set of values?

Frequency distribution

What test of difference should you use when you have one continuous variable and one categorical variable with 2 categories.

Independent sample t-test

Suppose that you want to answer the following research objective: What is the likelihood that women will patronize the L'Experience Félicité Restaurant more than men?What statistical test would you use:

Independent sample t-test.

Suppose you have a dataset with four variables. Satisfaction with the quality of education FGCU on a 1-7 scale (1=extremely dissatisfied, 7=extremely satisfied), satisfaction with the facilities of FGCU on a 1-7 scale (1=extremely dissatisfied, 7=extremely satisfied), class level (1=freshman, 2=sophomore, 3=junior, 4=senior), and finally the intention to recommend FGCU to other potential students (1= Yes, 2=No).What statistical test would you use if you wanted to determine if satisfaction with the quality of education is different based on the intention to recommend FGCU to other potential students?

Independent sample t-test.

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:

Inference analysis.

Which of the following is NOT an advantage of using survey methods?

Insensitivity to subgroup differences

What type of measure is used in the following question:To what extent do you agree with the following statements? Strongly disagree disagree Somewhat disagree Neutral Somewhat agree agree Strongly agree Having a car is a major part of my fun.1234567

Interval

What is wrong with the following question:How favorable is your image of the mall?

It is a leading question.

What is wrong with the following question:Should the government protect the rights of customers by requiring companies to advertise any changes to the size of a product.

It is a loaded question.

What is wrong with the following question:To what extent do you agree that the quality of education and facilities at FGCU are high.

It is double barreled question.

Suppose that you want to answer the following research objective: What is the likelihood that women will patronize the L'Experience Félicité Restaurant more than men?Which variable(s) are you going to use to analyze this research objective.

Likelihood of patronizing the restaurant and gender.

A researcher asks the question: "About how many times did you buy fast food for lunch last week?" Which measure of central tendency would he or she likely use?

Mean

A researcher asks the question: "On a scale of 1 to 5, how does Starbucks rate on variety of its coffee drinks?" 20) A researcher asks the question: "On a scale of 1 to 5, how does Starbucks rate on variety of its coffee drinks?" Which measure of central tendency would he or she likely use?

Mean

Determining a description or amount of some property of an object is known as:

Measurement

A researcher asks the question: "Rank these five brands from your first choice to your fifth choice." Which measure of central tendency can the research use in addition to the mode?

Median

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?

Median

"To what extent do you agree with the following statement? Having a car is a major part of my fun. Strongly disagree disagree Somewhat disagree Neutral Somewhat agree agree Strongly agree" This previous question is an example of:

More difficult questions.

Suppose that the you observed the 30% out of 50 the cars rented over a 4 hours period at Alamoo Car Rental are Chevrolet. You want to determine the extent to which you can generalize this finding to the population and therefore have decided to calculate the confidence interval for the proportion. You have decided to report a 95% confidence interval instead of a 99% confidence interval. The confidence interval would be______________ than if you used a 99% confidence interval. (Hint: you can calculate it for both confidence intervals but calculations are not needed.)

Narrower

Suppose that you observed the average cars rented per day over the last 200 days were 150 cars per day. The standard deviation is 30. You want to determine the extent to which you can generalize this finding to the population and therefore have decided to calculate the confidence interval for the mean. You have decided to report a 99% confidence interval.The confidence interval would be______________ if you used a 95% confidence interval. (Hint: you can calculate it for both confidence intervals but calculations are not needed.)

Narrower

What type of measure is used in the following question:What car do you own? (Select the country of origin of the car that you drive the most if you own more than one car)_American car_European car_Japanese car

Nominal

Race, religion, type of dwelling, gender, brand last purchased, and buyer/nonbuyer are examples of:

Nominal measures.

Historically Disney has experience positive levels of satisfaction. This has led the marketing researchers to try to have more positive descriptors than negative descriptors when measuring satisfaction. This statement implies that Disney is using a

Non symmetric scale

________ are physically verifiable characteristics such as age, income, number of bottles purchased, store last visited, and so on.

Objective properties

The number of credits that you have earned so far in your degree at FGCU can be considered a(n):

Objective property.

What type of measure is used in the following question:Please indicate your age:Less than 21 years old21 - 30 years old31 - 40 years old41-50 years old51 -60 years oldOlder than 60 years old

Ordinal

If the respondent is asked to indicate his or her first, second, third, and fourth choices of hotels, the results are:

Ordinally scaled.

What test of difference should you use when you have two continuous variables.

Paired sample t-test

Suppose that you want to answer the following research objective: With respect to the location of L'Experience Félicité Restaurant, is a waterfront view preferred more than a drive of less than 30 minutes? What statistical test would you use:

Paired sample t-test.

Suppose that you want to answer the following research objective: With respect to the restaurant's atmosphere is a string quartet preferred over a jazz combo?What statistical test would you use:

Paired sample t-test.

Suppose you have a dataset with four variables. Satisfaction with the quality of education FGCU on a 1-7 scale (1=extremely dissatisfied, 7=extremely satisfied), satisfaction with the facilities of FGCU on a 1-7 scale (1=extremely dissatisfied, 7=extremely satisfied), class level (1=freshman, 2=sophomore, 3=junior, 4=senior), and finally the intention to recommend FGCU to other potential students (1= Yes, 2=No).What statistical test would you use if you wanted to determine if the mean with the quality of education is different than the mean satisfaction with the facilities?

Paired sample t-test.

Suppose that you want to answer the following research objective: With respect to the location of L'Experience Félicité Restaurant, is a waterfront view preferred more than a drive of less than 30 minutes? Which variable(s) are you going to use to analyze this research objective.

Preference for driving less than 30 minutes and preference for waterfront view.

What type of measure is used in the following question:How many days have you been on campus this last week ___ (type in the number)?

Ratio

There are basic types of statistical analyses that can be used by marketing researchers to reduce a dataset. Which of the following is NOT one of those basic types of statistical analyses?

Regression analysis

A researcher who wants to see which variables, such as apartment size, location and number of rooms, positively predicts the rent paid for an apartment would use:

Relationship analysis.

Which of the following represents the rows in the data view in SPSS

Respondents

A researcher asks the question: "About how many times did you buy fast food for lunch last week?" Which measure of variability would he or she likely use?

Standard deviation

A researcher asks the question: "On a scale of 1 to 5, how does Starbucks rate on variety of its coffee drinks?" Which measure of variability would the researcher likely use?

Standard deviation

What is a measure of the differences of all observations from the mean, expressed as a single number?

Standard deviation

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:

Statistical inference.

Your opinion of the professors at the Lutgert College of Business can be considered a(n):

Subjective property.

The scale that captures the intensity of feelings toward a statement's claim or assertion because respondents are asked how much they agree or disagree with the statement is:

The Likert Scale.

Parameter estimation involves the use of three values. Which of the following is NOT one of the three values?

The desired population

What is the interval scale that has mainly degrees of positive positions?

The nonsymmetric interval scale

There are________ types of measures in SPSS. (Hint: Available under the measure column in the variable view)

Three

A nominal scale is characterized by description only.

True

You can conclude that consumers spend less than what you expected. (Note: use the tables from the first question)

True

Suppose that you want to answer the following research objective: With respect to the restaurant's atmosphere is a string quartet preferred over a jazz combo?Which variable(s) are you going to use to analyze this research objective.

Two variables: The preference for a string quartet and the preference for a jazz combo.

The following characteristic shows each possible value that a variable might take as well as the label of each value.

Values

Each row represents a ____________________ in the variable view in SPSS.

Variable

Which of the following represents the columns in the data view in SPSS:

Variables

________ are used near the beginning of the survey to get the respondent's interest and demonstrate the ease of responding to the research request.

Warm-up questions

Suppose that you want to answer the following research objective: What is the likelihood that women will patronize the L'Experience Félicité Restaurant more than men?The following tables are generated through SPSS: The results of these statistical analyses show that:

Women and men are equally likely to patronize the new restaurant because the P value is greater than 0.05.

The term ________ applies to any statistical measure used that somehow reflects a typical or frequent response.

central tendency

Suppose you have a dataset with four variables. Satisfaction with the quality of education FGCU on a 1-7 scale (1=extremely dissatisfied, 7=extremely satisfied), satisfaction with the facilities of FGCU on a 1-7 scale (1=extremely dissatisfied, 7=extremely satisfied), class level (1=freshman, 2=sophomore, 3=junior, 4=senior), and finally the intention to recommend FGCU to other potential students (1= Yes, 2=No). What statistical test would you use if you wanted to determine the relationship between satisfaction with the quality of education and satisfaction with the facilities?

correlation

Suppose you have a dataset with four variables. Satisfaction with the quality of education FGCU on a 1-7 scale (1=extremely dissatisfied, 7=extremely satisfied), satisfaction with the facilities of FGCU on a 1-7 scale (1=extremely dissatisfied, 7=extremely satisfied), class level (1=freshman, 2=sophomore, 3=junior, 4=senior), and finally the intention to recommend FGCU to other potential students (1= Yes, 2=No).What statistical test would you use if you wanted to determine the relationship between class level and the intention to recommend FGCU to other potential students?

cross-tabs.

Suppose you have the following research objective: To what extent is education related to the probability of patronizing the restaurant. Probability of patronizing the restaurant is measured using a yes no question.What statistical analysis would you use.

cross-tabs.

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.

descriptive analysis

Commonly used ________ reveals central tendency (typical response) and variability (similarity of responses).

descriptive analysis

Surveys as a method are recommended when an exploratory research design has been selected.

false

In a regression analysis:

independent variables are used to predict an dependent variable

When a researcher is attempting to measure attitudes, opinions, evaluations, beliefs, impressions, perceptions, feelings, and intentions on a continuum, the researcher is using a type of:

interval scale.

A researcher accumulates the gender of each respondent. Which measure of central tendency would he or she likely use?

mode

The ________ is a descriptive analysis measure defined as that value in a string of numbers that occurs most often.

mode

When the p-value is greater than 0.05

not statistically different

A ________ is used to approximate the population value (parameter) through the use of confidence intervals.

parameter estimate

A ________ involves conducting a dry run of the survey on a small, representative set of respondents to reveal questionnaire errors before the survey is launched.

pre-test

Beginning with the research objectives, the researcher identifies the ________ and decides what type of measure to use for each one.

properties of constructs of interest

Researchers measure ________, which are the specific features or characteristics of an object that can be used to distinguish it from another object.

properties of objects

The ________ specifies the difference between the endpoints in a set of values arranged in order.

range

Because many marketing stimuli have meanings, mental associations, or connotations, the ________ works well when the marketing researcher is attempting to determine brand, store, or other images.

semantic differential scale

There usually is some degree of variability in a sample (golfers do not use only Titleist balls; students do not always eat at Taco Bell). The ________ is a measure of the variability in a sampling distribution.

standard error

Values that are computed from information provided by a sample are referred to as the sample's:

statistics

Compared to observation or other qualitative methods, ________ allow the collection of significant amounts of data in a systematic, economical, and efficient manner, and they typically involve large sample sizes.

survey methods

When the p-value is MORE than 0.05, then

there is NOT a significant relationship

When the p-value is less than 0.05, then

there is a significant relationship

"Now, I would like to ask you a few questions about your TV viewing habits" is an example of a(n):

transition question.

You can conclude that what he hypothesized regarding the amount of money that customers expect to spend per entrée is $28. (Note: use the tables from the first question)

true