marketing research test study guide
If the variance between groups is 4 and the F-ratio is 2, then the variance within groups would be: a) 2 b) 3 c) 1 d) 1.5 e) 0.5
a) 2
The minimum and maximum values for five datasets are given below. Pick the pair that has the maximum range. a) 3 and 39 b) 30 and 40 c) 500 and 501 d) 49 and 59 e) 1029 and 1049
a) 3 and 39
A researcher decides to assign a value of 1 if the respondent is male and a value of 2 if the respondent is a female. By assigning numbers to different genders, the researcher is engaged in the process of: a) Data coding b) Data editing c) Data validation d) Data parsing e) Data sifting
a) Data coding
While preparing data, Shania identifies a number of tasks that have to be performed. Which of thefollowing should she begin with? a) Data validation b) Editing and coding c) Data analysis d) Data entry e) Data tabulation
a) Data validation
Which of the following sequences is correct? a) Data validation → editing → coding → entry b) Data coding → editing → validation → entry c) Data validation → coding → editing → entry d) Data entry → editing → coding → validation e) Data editing → validation → entry → coding
a) Data validation → editing → coding → entry
The difference between the observed value of the dependent variable and the predicted value of the dependent variable in a regression equation is called the: a) Error b) Beta weight c) Slope d) Y-intercept e) None of the above
a) Error
Which of the following does not eliminate the need for manual entry of response data? a) Focus groups b) CATI surveys c) Internet surveys d) Scanning technology e) None of the above
a) Focus groups
If a researcher asks if a friend completed the questionnaire rather than a chosen participant, he or she is dealing with a question of: a) Fraud b) Screening c) Procedure d) Completeness e) Courtesy
a) Fraud
A relationship between X and Y is negative when ________ in X are associated with ________ in Y. a) Increases; decreases b) Increases; increases c) Decreases; decreases d) All of the above e) None of the above
a) Increases; decreases
When male students are compared to female students on the average number of hours they study each weekday, this is an example of: a) Independent samples b) Dependent samples c) Related samples d) Random groups e) All of the above
a) Independent samples
Curbstoning: a) Is a term used in the marketing research industry to imply cheating or falsification of data collection b) Is the process where the interviewer/survey instruments are checked for mistakes that may have occurred by either the interviewer or the respondent during data collection c) Involves grouping and assigning value to various responses from the survey instrument d) Are those tasks involved with the direct input of the coded data into some specified software package that will ultimately allow the research analyst to manipulate and transform the raw data into useful information e) None of the above
a) Is a term used in the marketing research industry to imply cheating or falsification of data collection
A researcher plots a scatter diagram of two variables. The dots on the plot are scattered roughly as a narrow strip that goes up from left to right. This indicates that the relationship (covariation) between the two variables: a) Is linear, positive b) Is linear, negative c) Is circular, positive d) Is circular, negative e) Is very close to zero
a) Is linear, positive
Data validation: a) Is the process to determine, to the extent possible, if surveys, interviews, or observations were conducted correctly and free of interviewer fraud b) Is a term used in the marketing research industry to imply cheating or falsification of data collection c) Is the process where the interviewer/survey instruments are checked for mistakes that may have occurred by either the interviewer or the respondent during data collection d) Involves grouping and assigning value to various responses from the survey instrument e) Are those tasks involved with the direct input of the coded data into some specified software package that will ultimately allow the research analyst to manipulate and transform the raw data into useful information
a) Is the process to determine, to the extent possible, if surveys, interviews, or observations were conducted correctly and free of interviewer fraud
When a market researcher has failed to provide proper interpretation of the data within tables of results, the researcher has fallen victim to which of the following problem areas? a) Lack of data interpretation b) Unnecessary use of multivariate statistics c) Lack of relevance d) Too much emphasis is placed on too few statistics e) Fancy packaging does not infer high quality
a) Lack of data interpretation
In bivariate regression analysis, the procedure used to determine the best fitting line is called the: a) Least squares procedure b) Squared error procedure c) Sum of errors procedure d) Least error procedure e) Minimum error procedure
a) Least squares procedure
Which of the following statements is true of statistical significance? a) Many times not all the independent variables in a regression equation will be statistically significant. b) If a regression coefficient is not statistically significant, the value of the dependent variable changes with the value of the statistically insignificant independent variable changes. c) The statistical significance of each coefficient must be examined before the regression coefficients have been estimated. d) If the F statistic is statistically significant, it means the chances of the regression model for a sample producing a large coefficient of determination are acceptably high. e) If a regression coefficient is statistically significant, that means the independent variable does not have a relationship with the dependent variable.
a) Many times not all the independent variables in a regression equation will be statisticallysignificant.
Integration refers to the process of: a) Moving from the identification of themes and categories to the development of theory b) Placing portions of transcripts into similar groups based on their content c) Collapsing some categories or themes into a higher order construct d) Developing and refining theory and constructs by analyzing the differences and similarities in passages, themes, or types of participants e) Comparing the responses of one respondent to those of another to identify coding errors
a) Moving from the identification of themes and categories to the development of theory
When knowledge about the behavior of one variable allows you to predict the behavior of another variable, this is another way of studying the ________ of the relationship. a) Presence b) Direction c) Strength of association d) Type e) None of the above
a) Presence
The section on research methods and procedures should include all of the following, EXCEPT: a) Research hypotheses b) Research design used c) Types of secondary data used d) Sampling unit used e) Sample size
a) Research hypotheses
Which of the following statements about report writing is incorrect? a) Specific topics should precede the more general topics b) Sequence of reported findings should be logical and persuasive c) Secondary data may be brought into the analysis to help contextualize the findings d) Verbatim quotes from respondents may be used in writing the report e) None of the above
a) Specific topics should precede the more general topics
When a researcher evaluates the absolute size (value) of the correlation coefficient, the researcher wants to test the ______ of the relationship. a) Strength of association b) Presence c) Type d) Direction e) None of the above
a) Strength of association
While studying the relationship between advertising and sales growth, a researcher determines that the relationship is sometimes weak and at other times moderate. This variation from one situation to another is the variation in the ___________ of the relationship between advertisement and sales growth. a) Strength of association b) Presence c) Type d) Direction e) None of the above
a) Strength of association
The formula for a straight line is Y = a + bX, where Y stands for: a) The dependent variable b) The independent variable c) The Y intercept d) The slope e) None of the above
a) The dependent variable
In a bivariate regression analysis: a) The relationship between two variables is derived from a linear line b) The slope coefficient tells how much change in X to expect from a change in Y c) The best prediction is one in which the difference between the actual value of X and the predicted value of X is the largest. d) All of the above e) None of the above
a) The relationship between two variables is derived from a linear line
Which of the following statements is true about the t-test? a) The t-test provides a mathematical way of determining if the difference between the two samplemeans occurred by chance. b) The larger the value of the standard error of the difference between the two means, the largerthe value of t. c) The t-test cannot be used when the population standard deviation is unknown. d) In order to conduct a t-test, the sample size should be larger than 30. e) The t-test cannot be used for interval or ratio data.
a) The t-test provides a mathematical way of determining if the difference between the two sample means occurred by chance.
When the correlation coefficient is weak, the researcher must consider two possibilities: a) There simply is no consistent, systematic relationship between the two items in the population and the association exists, but is not linear and must be investigated further b) There is a consistent, systematic relationship between the two items in the population, but is not linear and must be investigated further c) There simply is no consistent, systematic relationship between the two items in the population and the association exists, but is linear and must be investigated further d) There simply is no consistent, systematic relationship between the two items in the population and the association exists, but is not linear and does not need be investigated further e) None of the above
a) There simply is no consistent, systematic relationship between the two items in the population and the association exists, but is not linear and must be investigated further
Which of the following does not typically belong on the title page of the report? a) Total budget of the report b) Name and position of the person(s) submitting the report c) The subject of the report d) The name and position of the report recipient e) The date of the report
a) Total budget of the report
A researcher is involved in the process of reading transcripts from a field study and categorizingthe data. The researcher arranges similar responses together. This process is referred to as: a) data reduction. b) member checking. c) peer reviewing. d) verification of data. e) sugging
a) data reduction.
The difference between a particular response and the distribution mean is called a(n): a) deviation. b) mode. c) variance. d) range. e) average.
a) deviation.
The _____ process primarily involves working through the data several times in order to modify early ideas. a) iteration b) triangulation c) comparison d) categorization e) selective coding
a) iteration
Variance is: a) the average squared deviations about the mean of a distribution of values. b) an empirically testable statement that is an unproven supposition developed in order to explainphenomena. c) a statement that asserts the status quo; that is, any change from what has been thought to betrue is due to random sampling order. d) a statement that is the opposite of the null hypothesis. e) the error made by rejecting the null hypothesis when it is true.
a) the average squared deviations about the mean of a distribution of values.
Tabulation: a) Is a simple process of counting the number of observations that are classified into certain categories b) Is the categorization of single variables existing in the study c) Simultaneously treats two or more variables in the study. Categorizes the number of respondents who have responded to two or more questions consecutively d) Involves grouping and assigning value to various responses from the survey instrument Incorrect Response e) Are those tasks involved with the direct input of the coded data into some specified software package that will ultimately allow the research analyst to manipulate and transform the raw data into useful information
a) Is a simple process of counting the number of observations that are classified into certain categories
In the formula for calculating the standard deviation, the value of the denominator inside the square roots is: a) (n) b) (n-1) c) (n-2) d) (n-1)2 e) (n-2)2
b) (n-1)
In a bivariate regression analysis, there is/are ____ predictor variable(s). a) 0 b) 1 c) 2 d) 3 e) 4
b) 1
John is in the process of assigning codes for a question that has two responses- Yes or No. What is the suggested numerical code for "Yes"? a) 0 b) 1 c) 2 d) 100 e) 1000
b) 1
Calculate the median of the following raw responses. 2, 3, 3, 4, 5, 5, 6, 6, 6, 7, 8 a) 4 b) 5 c) 6 d) 7 e) 8
b) 5
A linear relationship is: a) A condition under which there is a consistent and systematic linkage between two or more variables b) A relationship between two variables whereby the strength and nature of the relationship remains the same over the range of both variables c) A relationship between two variables whereby the strength and/or direction of their relationship changes over the range of both variables d) The amount of change in one variable that is consistently related to the change in another variable of interest e) A graphic plot of the relative position of two variables using a horizontal and vertical axis to represent the values of the respective variables
b) A relationship between two variables whereby the strength and nature of the relationship remains the same over the range of both variables
Which of the following is an example of curbstoning? a) Respondents improperly filling out the questionnaire b) An interviewer filling out the instrument without interviewing the respondent c) An interviewer contacting respondents by phone and then recording their observations d) An interviewer interviewing respondents and recording their observations e) Respondents being unreachable
b) An interviewer filling out the instrument without interviewing the respondent
When writing a research report, which of the following sections typically includes the literature review? a) Introduction b) Analysis of the data/findings c) Conclusions and recommendations d) Description of research methods e) Research objectives
b) Analysis of the data/findings
While preparing a research report, a researcher should: a) Avoid providing interpretation of the statistical data and results b) Avoid unnecessary use of multivariate techniques c) Ignore quality and instead focus on packaging of the report d) Try making the report bigger and more comprehensive by adding information that doesn't pertain directly to the research objectives e) Draw bulk of its conclusions on the basis of a few key statistics
b) Avoid unnecessary use of multivariate techniques
Which of the following statements is false about conclusions and recommendations? a) Conclusions are descriptive statements b) Conclusions are generally written in the form of clear action statements c) Recommendations are generated by critical thinking d) Recommendations focus on how the client can solve a problem e) A researcher can develop recommendations based on the conclusions drawn from a research study
b) Conclusions are generally written in the form of clear action statements
Which of the following terms is used to describe the rigor and believability established in qualitative analysis? a) Validity b) Credibility c) Reliability d) Dependability e) Transferability
b) Credibility
Which of the following is the correct sequence in the process of analyzing qualitative data? a) Data reduction → conclusion drawing → data display b) Data reduction → data display → conclusion drawing c) Conclusion drawing → data reduction → data display d) Data display → data reduction → conclusion drawing e) Data display → conclusion drawing → data reduction
b) Data reduction → data display → conclusion drawing
Relationships between variables can be described in all of the following ways EXCEPT: a) Presence b) Dispersion c) Direction d) Strength of associations e) Type
b) Dispersion
Believability: a) Is developing a report that is accurate, believable, and professionally organized b) Is building a report that is based on clear-logical thinking, precise expression, and accurate presentation c) Illustrates the major points of the report in a manner that is complete so as to provide a true representation of the entire document d) Is an extraneous event that places certain restrictions on the report and is normally mentioned when communicating the results e) Is referred to as the technical portion of the report
b) Is building a report that is based on clear-logical thinking, precise expression, and accurate presentation
Which of the following is true of relationships between variables? a) A curvilinear relationship is much simpler to work with than a linear relationship. b) Marketers are often interested in describing the relationship between variables they thinkinfluence purchases of their products. c) A negative relationship exists between two variables if low levels of one variable are associatedwith low levels of another. d) The strength of association is determined by the size of the correlation coefficient, with smallercoefficients indicating a stronger association. e) The null hypothesis for the Pearson correlation coefficient states that there is a strongassociation between two variables.
b) Marketers are often interested in describing the relationship between variables they thinkinfluence purchases of their products.
After each interview, a researcher writes down her thoughts and feelings so that she could use those notes later when she does her qualitative data analysis. This process of writing notes is called: a) Negative case analysis b) Memoing c) Thick description d) Tabulation e) None of the above
b) Memoing
Categorization refers to the process of: a) Asking key informants to read the researcher's report and verify that the story they are telling is accurate b) Placing portions of transcripts into similar groups based on their content c) Collapsing some categories or themes into a higher order construct d) Developing and refining theory and constructs by analyzing the differences and similarities in passages, themes, or types of participants e) Preparing an abstract (executive summary) of a qualitative data analysis report Question 13
b) Placing portions of transcripts into similar groups based on their content
A researcher prepares a report to present her findings. She had done some sophisticated ANOVA analysis and used lots of technical jargon in her report. In doing so, she is unlikely to achieve which of the objectives of a professional marketing research report? a) Effectively communicate the finding of the marketing research project b) Provide interpretations of the findings c) Avoid discussion of research methodology d) Illustrate the credibility of the research project e) Serve as a future reference document for strategic or tactical decisions
b) Provide interpretations of the findings
A researcher presents the results of a qualitative study that indicate that senior citizens are afraid of using technologically advanced products. A member in the audience points out that a similar study conducted just last month had indicated just the opposite finding. The researcher's results lack credibility because of lack of: a) Emic validity b) Reliability c) Cross-researcher validity d) Triangulation e) All of the above
b) Reliability
It is a good idea to refer conclusions in a research report to: a) Sample size b) Research objectives c) Sample design d) Hypotheses e) Questionnaire format
b) Research objectives
An example of screening in the data validation process is when: a) The interview takes place in a specific location b) Respondents are pre-selected on some specified criteria in order to qualify for responding to the interview c) A sample of respondents would be re-contacted and asked to verify whether they answered various questions from different parts of the interview form d) The interviewer injects a tone of negativity into the interview in order to sway the respondent's answers e) None of the above
b) Respondents are pre-selected on some specified criteria in order to qualify for responding to the interview
The objective of the research method and procedures section of the marketing research report is to communicate to the user specifically how the research was conducted. One of the issues addressed in this section must include what research design was used. All of the following are types of research designs except: a) Exploratory b) Snowball c) Descriptive d) Causal e) None of the above
b) Snowball
Which of the following tells a marketing researcher the most about the level of agreement among the respondents in the sample when they answered a specific question? a) Mean b) Standard deviation c) Range d) Mode e) Median
b) Standard deviation
Descriptive statistics are used to: a) Develop cross-tabulations of two or more variables b) Summarize and describe the data c) Describe how certain statistical calculations were made in a report d) Describes the statistical relationships between two or more variables e) All of the above
b) Summarize and describe the data
John finds a marketing research report lying on his desk. He wants to know who prepared the report and the target recipient of the report. Which section of the report he should refer in order to find this information? a) Introduction b) Table of contents c) Executive summary d) Data analysis and findings e) Conclusions and recommendations
b) Table of contents
One-way tabulation can do all of the following, EXCEPT: a) Determine the amount of non-response to individual questions in a questionnaire b) Tabulate responses to one question against those to another question c) Locate simple blunders in data entry d) Profile sample respondents e) Construct one-way frequency tables
b) Tabulate responses to one question against those to another question
he formula for a straight line is Y = a + bX, where X stands for: a) The dependent variable b) The independent variable c) The Y intercept d) The slope e) None of the above
b) The independent variable
In a regression analysis, it is established that 10% of the variation in the dependent variable is explained by the independent variable. This implies that the value of: a) The regression coefficient is 0.10 b) The r2 is 0.10 c) The significance level is 0.10 d) The t statistic is 0.10 e) None of the above
b) The r2 is 0.10
While preparing a data display for a qualitative study, a researcher displays consumers' taxonomies of products. This display can be most effectively shown with the help of a: a) Causal diagram b) Tree display c) Consensus map d) Checklist e) Recursive diagram
b) Tree display
Related samples are: a) Two or more groups of responses that are tested as though they may come from different populations b) Two or more groups of responses that originated from the same sample population c) The researcher's preconceived notion of the relationships the data should present d) The errors made by rejecting the null hypothesis when it is true e) None of the above
b) Two or more groups of responses that originated from the same sample population
When a market researcher has unnecessarily subjected the data to sophisticated multivariate statistical techniques, the researcher has fallen victim to which one of the following problem areas? a) Lack of data interpretation b) Unnecessary use of multivariate statistics c) Lack of relevance d) Too much emphasis is placed on too few statistics e) Fancy packaging does not infer high quality
b) Unnecessary use of multivariate statistics
While preparing a research report, a researcher should: a) avoid providing interpretations of the statistical data and results. b) avoid unnecessary use of multivariate techniques. c) ignore quality and instead focus on packaging of the report. d) try making the report bigger and more comprehensive by adding information that does notpertain directly to the research objectives. e) draw bulk of its conclusions on the basis of a few key statistics.
b) avoid unnecessary use of multivariate techniques.
While preparing a data display for a qualitative study, a researcher wants to display consumers' taxonomies of products. This display can be most effectively shown with the help of a: a) causal diagram. b) tree display. c) consensus map. d) checklist. e) recursive diagram.
b) tree display.
If the coefficient of correlation between two variables is -0.6, their coefficient of determination will be: a) -0.6 b) 0.4 c) 0.36 d) -0.36 e) 0.6
c) 0.36
For a retail store, there exists a strong relationship between the amount spent on local television advertising and store sales. As it increases advertising expenditure, sales go up. Which of the following seems to be the most appropriate Pearson correlation coefficient for this relationship? a) 0.01 b) 0.05 c) 0.90 d) -0.50 e) 99.1
c) 0.90
In a survey of 400 respondents, 180 indicated their gender as males and 200 indicated their gender as females. Twenty respondents did not fill out any value for gender. When doing a frequency count on gender, the percentage column and the valid percentage column for males would be: a) 45% and 50% b) 50% and 50% c) 45% and 47.4% d) 47.4% and 45% e) 47.4% and 50%
c) 45% and 47.4%
Calculate the range of the following raw responses. 2, 3, 3, 4, 5, 5, 6, 6, 6, 7, 8 a) 4 b) 5 c) 6 d) 7 e) 8
c) 6
The Spearman rank order correlation coefficient is: a) Not used when two variables have been measured using ordinal scales b) A number measuring the proportion of variation in one variable accounted for by another c) A statistical measure of the linear association between two variables where both have been measured using ordinal scales d) A measure that tends to produce the highest coefficient and is not considered a conservative measure e) When the nature and extent of a relationship between two variables is known with certainty.
c) A statistical measure of the linear association between two variables where both have been measured using ordinal scales
Which of the following is the last part of the organizational format of the marketing research report? a) Table of contents b) Data analysis and findings c) Appendices d) Executive Summary e) Conclusions and recommendations
c) Appendices
One-way tabulations serve several purposes in the research process. They can be used to: a) Determine the sample size b) Produce a more accurate sample design c) Calculate averages d) Calculate regression coefficients e) All of the above
c) Calculate averages
When asked how she knows that the results of her study are valid, Rhonda replies by saying that she asked key members of the group she studied and they agreed with her findings. In doing this, Rhonda is establishing what kind of validity? a) Ethnic validity b) Axial validity c) Emic validity d) Member validity e) Facial validity
c) Emic validity
Janice is waiting for a research report to prepare for her 3:00 p.m. meeting. Instead of receiving the report that morning at 10:00 a.m., she gets it 15 minutes before the start of the meeting. Given this short time, Janice can afford to read only one section of the report. Which of the following sections should she read to benefit the most from the report? a) Introduction b) Table of contents c) Executive summary d) Data analysis and findings e) Conclusions and recommendations
c) Executive summary
Many executives may read only this part of the report and ignore the rest of the report: a) Introduction b) Table of contents c) Executive summary d) Data analysis and findings e) Conclusions and recommendations
c) Executive summary
As a rule of thumb, the relationship between two variables is considered very strong if the absolute value of the Pearson correlation coefficient is: a) Greater than 0.1 b) Greater than 0.5 c) Greater than 0.8 d) Greater than 1.0 e) Greater than 0.0
c) Greater than 0.8
Instead of outlining a hypothesis, a researcher decides to look at the data and then come up with a hypothesized relationship. This process of deducing themes and patterns as one goes through the data is indicative of a/an: a) Predictive analysis b) Deductive analysis c) Inductive analysis d) Seductive analysis e) Reductive analysis
c) Inductive analysis
The mean, mode, and median are also called: a) The variance b) The standard deviation c) Measures of location d) ANOVA e) MANOVA
c) Measures of location
Which of the following measures of central tendency is the best for nominal data? a) Mean b) Median c) Mode d) Standard deviation e) Variance
c) Mode
The denominator in calculating standard deviation is: a) The total number of responses b) One more than the total number of responses c) One less than the total number of responses d) Two more than the total number of responses e) Two less than the total number of responses
c) One less than the total number of responses
The reason why a middle ground is even suggested by researchers for tabulation is that: a) Percentages in qualitative studies tend to be on the low end of the spectrum b) People tend to be less quantitative when responding to qualitative studies c) Researchers disagree about the usefulness and appropriateness of using tabulations for qualitative studies d) Coding of data becomes more scientific if using the middle ground e) The middle ground is less expensive to implement
c) Researchers disagree about the usefulness and appropriateness of using tabulations for qualitative studies
Cross tabulation: a) Is a simple process of counting the number of observations that are classified into certain categories b) Is the categorization of single variables existing in the study c) Simultaneously treats two or more variables in the study. Categorizes the number of respondents who have responded to two or more questions, consecutively d) Involves grouping and assigning value to various responses from the survey instrument e) Is the process by which the raw data is evaluated to determine if the interview was falsified
c) Simultaneously treats two or more variables in the study. Categorizes the number of respondents who have responded to two or more questions, consecutively
A researcher runs a multiple regression analysis with independent variables that are measured with very different scales. In order to make relative comparisons between regression coefficients to see which independent variables had the most influence on the dependent variable, she should calculate: a) Normalized mean residuals b) Non-standardized coefficients c) Standardized regression coefficients d) Adjusted R-square e) Modified R-square
c) Standardized regression coefficients
In one-way ANOVA, which of the following requirements must be met? a) Both the dependent and independent variables must be categorical b) Both the dependent and independent variables must be metric c) The dependent variable must be metric while the independent variable must be categorical d) The dependent variable must be categorical while the independent variable must be metric e) All of the above
c) The dependent variable must be metric while the independent variable must be categorical
The use of a simple regression assumes: a) The variables are measured on an ordinal scale b) The variables come from a univariate population c) The error terms are normally distributed d) The error terms are dependent upon one another e) None of the above
c) The error terms are normally distributed
In a gender study related to income, the null hypothesis is: a) Men have higher incomes than women b) Women have higher incomes than men c) There is no difference in incomes between men and women d) All of the above e) None of the above
c) There is no difference in incomes between men and women
Which of the following is permissible in the process of validation? a) An interviewer may inject a tone of negativity into the interviewing process. b) A researcher may contact the respondent to reaffirm the negativity of the interviewer. c) To determine the correctness of the interview, a researcher can recontact a sample ofrespondents and ask about questions from different parts of the questionnaire. d) In order to speed through the interview, an interviewer may choose to not follow the specificprocedure for collecting data from respondents. e) If an interviewer (or respondent on a self-administered survey) fails to follow instructions forskip questions, the respondent can skip those questions.
c) To determine the correctness of the interview, a researcher can recontact a sample of respondents and ask about questions from different parts of the questionnaire.
Which of the following is/are example(s) of "fuzzy numerical qualifiers"? a) About 10% b) About 50% c) Typically d) About 90% e) All of the above
c) Typically
The mean is best defined as the: a) value that appears in the distribution most often. b) distance between the smallest and largest values in a set of responses. c) arithmetic average of the sample. d) middle value of a rank-ordered distribution. e) most common value in the set of responses to a question.
c) arithmetic average of the sample.
While preparing a data display for a qualitative study, a researcher draws a picture that shows thecollective connections that informants make between concepts and ideas. This is most likely anexample of a: a) causal diagram. b) tree display. c) consensus map. d) checklist. e) recursive diagram.
c) consensus map.
In a one-way ANOVA, the term "one-way" is used because: a) the differences are always positive as they are all squared before being added. b) the F-statistic can move in only one direction. c) only one independent variable is used in the analysis. d) only one mean is used as the null hypothesis. e) the null hypothesis always states that there is no difference between the dependent variablegroups.
c) only one independent variable is used in the analysis.
To assign numerical value to each questionnaire, a researcher decides to use a three-digit code. What should be the number assigned to the fiftieth questionnaire? a) 50 b) 49 c) 51 d) 050 e) None of the above
d) 050
If the variance between groups is 3 and the variance within groups is 2, the F-ratio is: a) 1 b) 0.67 c) 5 d) 1.5 e) 0.06
d) 1.5
While going through the process of data validation, a researcher has some doubt about the completeness of data. Which of the following directly addresses the issue of completeness: a) Key pieces of information are not recorded correctly or omitted b) Respondents are pre-selected on some specified criteria in order to qualify for responding to the interview c) A sample of respondents would be re-contacted and asked to verify whether they answered various questions from different parts of the interview form d) A validation callback may be necessary to assure that all of the questions were asked by the interviewer e) None of the above
d) A validation callback may be necessary to assure that all of the questions were asked by the interviewer
While conducting some qualitative data analysis, a researcher categorizes data into ten different categories. Three of these categories were "curiosity," "lifelong learning," and "experimental understanding." After further analysis, the researcher believed that these three concepts were related and can be combined into a single category "intellectual growth." This process of collapsing categories into higher level constructs is called: a) Thick description b) Data assimilation c) Data display d) Abstraction e) Data congruence
d) Abstraction
Triangulation means: a) Collecting data using a triad of researcher, respondent, and technology b) Addressing the research topic from three perspectives- optimistic, pessimistic, and neutral c) Collecting data using the triad of informants from consumers, researchers, and organizations d) Addressing the research topic from multiple perspectives e) None of the above
d) Addressing the research topic from multiple perspectives
Given below are three levels of readers of a research report. When preparing a report, researchers should aim to write the report for which of the following levels of readers? a) Readers who will read only the executive summary b) Readers who will read the executive summary and look at the body of the findings c) Readers who will read the entire report and look to appendix for more detailed information d) All of the above e) None of the above
d) All of the above
Which of the following is/are needed to establish a research report's credibility? a) Accuracy b) Believability c) Professional organization d) All of the above e) None of the above
d) All of the above
Which of the following is/are used for bivariate hypotheses testing? a) Chi-square test b) Paired sample t-test c) ANOVA d) All of the above e) None of the above
d) All of the above
Which of the following tests require(s) interval or ratio data? a) Univariate t-tests b) Bivariate t-tests c) n-way ANOVA d) All of the above e) None of the above
d) All of the above
If consumers rate price at a McDonald's restaurant on a 7-point scale using 1 for Unsatisfactory and 7 for Satisfactory, a mean score of 2.34 would be interpreted as: a) A satisfactory price b) A very satisfactory price c) A neutral price d) An unsatisfactory price e) None of the above
d) An unsatisfactory price
Peer review is the process of: a) Collecting data from one's peers b) Generating a subject pool by asking one's peers to review their past data sources c) Generating a subject pool by asking one's peers to review their current data sources d) Asking external topic or methodology experts to review the research analysis e) None of the above
d) Asking external topic or methodology experts to review the research analysis
Assigning a numerical value of one to males and two to females is an example of which process? a) Editing b) Recontacting c) Curbstoning d) Coding e) All of the above
d) Coding
If a researcher asks if a respondent only answered a few of the questions from the interview, the researcher is dealing with a question of: a) Fraud b) Editing c) Instrumentation d) Completeness e) Courtesy
d) Completeness
How are conclusions different from recommendations? a) Conclusions are derived from secondary research whereas recommendations are derived from primary research b) Recommendations are considered valid statements while conclusions are not c) Recommendations are broad, whereas conclusions are very narrow d) Conclusions are descriptive statements generalizing the results, whereas recommendations are applications for strategic or tactical actions e) Recommendations are internally generated while conclusions are externally generated
d) Conclusions are descriptive statements generalizing the results, whereas recommendations are applications for strategic or tactical actions
How are conclusions different from recommendations? a) Conclusions are derived from secondary research whereas recommendations are derived fromprimary research. b) Conclusions list the topics of the report in sequential order, while recommendations highlighteach topical area, subdivisions within each area, and corresponding page numbers. c) Recommendations are broad, whereas conclusions are very narrow. d) Conclusions concisely explain research findings and the meaning that can be attached to thefindings, whereas recommendations are for appropriate future actions. e) Recommendations are internally generated while conclusions are externally generated.
d) Conclusions concisely explain research findings and the meaning that can be attached to thefindings, whereas recommendations are for appropriate future actions.
Perceptual mapping is a process that is used to: a) Do geodemographic segmentation of the target market b) Determine how people perceives a firm's customer service c) Do GPS based retail location estimations d) Develop maps that show respondents' perception of a company's product in comparison to its competitors e) Determine how one dimension of a service intercepts another dimension
d) Develop maps that show respondents' perception of a company's product in comparison to its competitors
Comparison refers to the process of: a) Asking key informants to read the researcher's report and verify that the story they are telling is accurate b) Placing portions of transcripts into similar groups based on their content c) Collapsing some categories or themes into a higher order construct d) Developing and refining theory and constructs by analyzing the differences and similarities in passages, themes, or types of participants e) Comparing the responses of one respondent to those of another to identify coding errors
d) Developing and refining theory and constructs by analyzing the differences and similarities in passages, themes, or types of participants
Which of the following is not likely to be an example of limitations noted in a research report? a) Information on sampling bias b) Information on measurement error c) Information on financial constraints and how these might limit the generalizability of the results d) Information on how the recommendations might contradict the opinions held by the client managers e) Information on extraneous events that might have had an affect on the results of the study
d) Information on how the recommendations might contradict the opinions held by the client managers
Coding: a) Should not be incorporated into the design of the questionnaire b) Is a term used in the marketing research industry to imply cheating or falsification of data collection c) Is the process where the interviewer/survey instruments are checked for mistakes that may have occurred by either the interviewer or the respondent during data collection d) Involves grouping and assigning value to various responses from the survey instrument e) Are those tasks involved with the direct input of the coded data into some specified software package that will ultimately allow the research analyst to manipulate and transform the raw data into useful information
d) Involves grouping and assigning value to various responses from the survey instrument
After inputing the data for 99 respondents on a Likert scale item (with response options going from 1 to 7), a researcher calculates one of the measures of central tendency. This measure is found to be 5. The researcher then inputs the value for the 100th respondent, which is 6. The measure of central tendency (calculated for all 100 respondents) stays the same. The measure is most probably a (pick the most appropriate response): a) Mean b) Median c) Mode d) Mode or median e) Mean, mode, or median
d) Mode or median
The coefficient of determination: a) Describes the variation in the dependent variable described by the control variable b) Tells you the percent of the total variation in the independent variable explained by the dependent variable c) Ranges from -1.0 to +1.0 d) Ranges from zero to +1.0 e) None of the above
d) Ranges from zero to +1.0
If a researcher is looking for action statements that will help solve the problem at hand, which part of the research report should she look at? a) Research methods b) Data analysis and findings c) Conclusions d) Recommendations e) Limitations
d) Recommendations
If a researcher is looking for action statements that will help solve the problem at hand, which partof the research report should she look at? a) Research methods b) Data analysis and findings c) Conclusions d) Recommendations e) Limitations
d) Recommendations
The range is: a) The arithmetic average of the sample b) The most common value in the set of responses to a question; the response most often given to a question c) The middle value of a rank ordered distribution, exactly half of the responses are above and half below the median value d) The distance between the smallest and largest value in a set of responses e) A measure of the average dispersion of the values in a set of responses about their mean
d) The distance between the smallest and largest value in a set of responses
In a marketing research report, how the information was obtained and its relevance to the research question must be addressed in the report. All of the following factors must be communicated to the client/user except: a) The specific research objectives of the study b) The specific research questions the study was to answer c) A description of the research methodology employed d) The names of the respondents e) Specific procedural information relevant to the collection of secondary data
d) The names of the respondents
Which of the following statements is true of the correlation analysis? a) The null hypothesis for the Pearson correlation coefficient states that there is always a strongassociation between two variables. b) The Pearson correlation coefficient measures the degree of linear association which rangesfrom 0 to 1.0. c) The larger the correlation coefficient, the weaker the association between two variables. d) The null hypothesis for the Pearson correlation coefficient states that the correlation coefficientis zero. e) The Pearson correlation coefficient measures the degree of linear association between threevariables.
d) The null hypothesis for the Pearson correlation coefficient states that the correlation coefficient is zero.
Which of the following statements about limitations of a research project is true? a) Certain research studies are flawless. b) Treatment of limitations normally excludes a discussion of results. c) Treatment of limitations normally excludes a discussion of accuracy. d) The researcher should make the client aware of the study's limitations. e) Researchers must openly address any limitations even if it undermines the credibility of theproject.
d) The researcher should make the client aware of the study's limitations.
When a market researcher bases all conclusions and recommendations on one or a few statistically significant questions or results, the researcher has fallen victim to which of the following problem areas? a) Lack of data interpretation b) Unnecessary use of multivariate statistics c) Lack of relevance d) Too much emphasis is placed on too few statistics e) Fancy packaging does not infer high quality
d) Too much emphasis is placed on too few statistics
Selective coding is best defined as the process of: a) moving the focus from the identification of themes and categories to the development of theory. b) developing and refining theory and constructs by analyzing the differences and similarities inpassages, themes, or types of participants. c) placing portions of transcripts into similar groups based on their content. d) building a storyline around one core category or theme. e) writing down the observations made by a researcher after each interview or site visit.
d) building a storyline around one core category or theme.
A researcher prepares a report that has several grammatical errors and a couple of calculation errors. This will most directly affect the report's: a) objectivity. b) believability. c) reference use. d) credibility. e) user-friendliness.
d) credibility.
If a researcher is interested in measuring the effect of two independent variables on a dependent variable, he/she should use: a) the Pearson correlation coefficient. b) the Spearman correlation coefficient. c) bivariate regression analysis. d) multiple regression analysis. e) simple regression.
d) multiple regression analysis.
For a given sample, which of the following correlation coefficients is most likely to be found statistically significant? a) 0.01 b) 0.05 c) 0.10 d) 0.50 e) 0.90
e) 0.90
A scatter diagram is: a) A condition under which there is a consistent and systematic linkage between two or more variables b) The assumption that the nature of the relationship is linear c) A relationship between two variables whereby the strength and/or direction of their relationship changes over the range of both variables d) The amount of change in one variable that is consistently related to the change in another variable of interest e) A graphic plot of the relative position of two variables using a horizontal and vertical axis to represent the values of the respective variables
e) A graphic plot of the relative position of two variables using a horizontal and vertical axis to represent the values of the respective variables
The standard deviation is: a) The average squared deviation about the mean of a distribution of values b) The most common value in the set of responses to a question; the response most often given to a question c) The middle value of a rank ordered distribution, exactly half of the responses are above and half below the median value d) The distance between the smallest and largest value in a set of responses e) A measure of the average dispersion of the values in a set of responses about their mean
e) A measure of the average dispersion of the values in a set of responses about their mean
Multicollinearity is: a) A statistical procedure that estimates regression equation coefficients which produce the lowest sum of squared differences between the actual and predicted values of the dependent variable b) A statistical technique which analyzes the linear relationship between a dependent variable and multiple independent variables by estimating coefficients for the equation for a straight line c) An estimated regression coefficient which has been recalculated to have a mean of zero and a standard deviation of 1 d) A statistic which compares the amount of variation in the dependent measure "explained" or associated with the independent variables to the "unexplained" or error variance e) A situation in which several independent variables are highly correlated with each other
e) A situation in which several independent variables are highly correlated with each other
A presentation may employ a full multimedia array of techniques, including: a) Sound b) Animation c) Color graphics d) Video e) All of the above
e) All of the above
Common limitations associated with marketing research include: a) Sampling bias b) Financial limitations c) Time pressures d) Measurement error e) All of the above
e) All of the above
Items contained in the appendix of a research report would include: a) Questionnaires b) Interviewer forms c) Statistical calculations d) Detailed sampling maps e) All of the above
e) All of the above
The effect of high levels of multicollinearity is to: a) Make it difficult or impossible for the regression equation to separate out the independent contributions of the independent or predictor variables b) Have a significant F-statistic and still have no regression coefficients that are statistically different from zero c) Have a reasonably large r-squared and still have no regression coefficients that are statistically significant from zero d) Inflate the standard error of the coefficient and lower the t-statistic associated with it e) All of the above
e) All of the above
The regression equation in multiple regression indicates that: a) There may be a relationship between several independent variables and a dependent variable b) We have to think about multiple dimensions instead of just a single straight line c) The easiest way to examine relationships is to examine regression coefficients for each independent variable d) Each particular regression coefficient describes the relationship between that independent variable and the dependent variable e) All of the above
e) All of the above
Which of the following is/are included under the executive summary section of the marketing research report? a) Research objectives b) Summary of findings c) Conclusion and recommendations d) Concise statement of method e) All of the above
e) All of the above
Which of the following represents good advice to someone who is writing a research report? a) Make an outline of the report before you start to write it b) Use short, concise sentences and paragraphs c) Select words that are consistent with the background of the readers d) Say exactly what you intend to say e) All of the above
e) All of the above
Which of the following is true of the data analysis and findings portion in a report? a) When writing a report, the information must be explained in the body of the report with technicaloutput and language. b) It is an undifferentiated collection of the research findings. c) Data analysis requirements are uniform for all projects, so the presentation of findings is thesame for each project. d) When reporting results, writers should state that the results are "obvious," or "self-evident." e) All results must be logically arranged to correspond with each research objective or research question listed in the report.
e) All results must be logically arranged to correspond with each research objective or researchquestion listed in the report.
In the four-step process of developing codes for responses, in which stage does one address theissue of missing data? a) Consolidation of responses b) Generating a list of potential responses c) Completing the partial responses with best judgment responses d) Assigning a value to each response e) Assigning a numerical value as a code
e) Assigning a numerical value as a code
Which of the following guidelines should be used for preparing good visual presentations? a) End the presentation with a slide showing the client and the marketing research firm. b) Avoid preparing additional slides as they may detract from the information beingcommunicated. c) Slides should not be developed in a sequence as they fail to the objectives of the research. d) The presentation should begin with recommendations and research implications as they pertainto the study at hand. e) Begin with a slide showing the title of the presentation and the individual doing the presentation.
e) Begin with a slide showing the title of the presentation and the individual doing the presentation.
Which of the following elements of a research report does not belong in the Introduction section of the report? a) Length and duration of the study b) Hypotheses c) Research objectives d) Definition of terms e) Brief explanation of research design
e) Brief explanation of research design
A researcher plots a scatter diagram of two variables. The dots on the plot are scattered roughly as a circle. This indicates that the relationship (covariation) between the two variables: a) Is linear, positive b) Is linear, negative c) Is circular, positive d) Is circular, negative e) Is very close to zero
e) Is very close to zero
If one wants to know more about the sampling procedures used in a research study, one should look under which section of a research report? a) Table of contents b) Executive summary c) Introduction d) Data analysis and findings e) Research methods and procedures
e) Research methods and procedures
Which of the following measures is an indicator of how similar or dissimilar the numbers are in the set of responses? a) Cross-tabulations b) Mean c) Median d) Mode e) Standard deviation
e) Standard deviation
Member checking can address which of the following problems most directly? a) The data collected is representative of the entire population b) The data has been collected with the respondent's permission c) The respondent has no objection to letting the researcher use (and share) data d) The data has been analyzed using appropriate statistical tools e) The researcher's interpretation of a respondent's response (or behavior) is accurate from the respondent's perspective
e) The researcher's interpretation of a respondent's response (or behavior) is accurate from the respondent's perspective
Which of the following statements is true about cross-tabulation? a) Cross-tabulation tables show percentage calculations based on row variable totals. b) It cannot determine whether differences exist among subgroups of the total sample. c) Demographic variables are typically used as rows and other research variables are used ascolumns in cross-tabulation. d) It reports absolute frequencies but not percentages. e) The selection of variables for cross-tabulation should be driven by the objectives of theresearch study.
e) The selection of variables for cross-tabulation should be driven by the objectives of theresearch study.
The best way to handle missing data is: a) To assign a coded value to it b) To substitute the missing values with the median of the variable c) To leave the data space blank for missing data d) To substitute the missing values with the mean of the variable e) To check on how your data analysis software will handle missing data and then determine a course of action
e) To check on how your data analysis software will handle missing data and then determine a course of action
T-tests are: a) Two or more groups of responses that are tested as though they may come from different populations b) Two or more groups of responses that originated from the sample population c) Used when the sample size is larger than 30 and the standard deviation is unknown d) The errors made by rejecting the null hypothesis when it is true e) Used when the sample size is less than 30 and the standard deviation is unknown
e) Used when the sample size is less than 30 and the standard deviation is unknown
Which of the following tests is designed to examine multiple dependent variables across single or multiple independent variables? a) t-test b) z-test c) ANOVA d) F-test e) n-way ANOVA
e) n-way ANOVA
The difference between quantitative and qualitative analyses is that: a) the data used in qualitative analyses is numerical in nature. b) qualitative data quantifies the magnitude of variables. c) quantitative analysis tends to be ongoing and iterative. d) quantitative analysis involves employ member checking. e) qualitative data analysis is largely inductive.
e) qualitative data analysis is largely inductive.
The introduction section of a research report usually includes: a) a literature review. b) data displays. c) a summary of the findings. d) recommendations. e) research questions.
e) research questions.
