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