Marketing Research 440
Correlation scales between
+1 and -1
ANOVA T-test
1 categorical and 1 continuous more than one mean
A gas station wants to compare a group of consumers' overall perceptions of service with overall perceptions of service for a nearby competitor. This situation calls for the use of: a.paired sample t-test for means. b.analysis of variance. c.regression analysis. d.independent samples t-test for means. e.correlation analysis.
A
A researcher calculates a chi-square test statistic of 8.56. At α = .05 and ν = 3, the critical value of the chi-square statistic is 7.81. What is the appropriate statistical conclusion? a.Reject the null hypothesis. b.Can't determine; not enough information given. c.Fail to reject the null hypothesis. d.Reject the alternative hypothesis. e.Conclude that the null hypothesis is true.
A
A researcher is interested in analyzing a set of nominal data to determine if the observed pattern of frequencies corresponds to the expected pattern. The appropriate statistical technique is: a.chi-square goodness-of-fit. b.regression analysis. c.z-test for comparing sample proportion against a standard. d.z-test for comparing sample mean against a standard. e.frequency analysis.
A
A sample mean is compared against a standard for a large sample. Now, assume the sample mean was found to equal 40. What is the appropriate confidence interval? (Note: Round to the nearest whole number.) a.23 < μ < 57 b.Can't be determined from the information given. c.14 < μ < 66 d.38 < μ < 42 e.20 < μ < 60
A
Cramer's V is scaled to range between: a.0.0 and 1.0. b.−1.0 and 0.0. c.−1.0 and 1.0. d.0.0 to ∞. e.−∞ to ∞.
A
A research study that tests the hypothesis, "The population mean household income in the new market area is greater than $29,000," will involve a: a.test of two means. b.test for a single mean. c.test for a single proportion. d.test of two proportions. e.test of a single variance.
B
Assume that a researcher determines that a p-value of 0.01 or below determines significance. Listed below are several correlation coefficients and their respective significance levels. Which correlation coefficient demonstrates an association not likely due to chance (i.e., significant)? a.0.22, 0.06 b.0.75, 0.00 c.−0.32, 0.15 d.−0.76, 0.95 e.0.26, 0.10
B
Given a cross tabulation between years of education and income, we would compute percentages in the direction of years of education because: a.the probability that given X income you will have Y years of education makes sense. b.the probability that given X years of education you will have Y income makes sense. c.it doesn't matter which way you do it. d.Both a and b. e.None of the above.
B
In order to use the pooled sample variance when testing the difference in two population means, what must be assumed? a.The sample means are unbiased estimates of the population means. b.The population variances are equal. c.The population means are equal. d.The population variances are inversely proportional. e.The sample means are unequal.
B
Kit Kat candy bar executives make the following statement: "Our most likely estimate of Kit Kat's ad recall rate is 65%. In addition, we are 95% confident that Kit Kat's ad recall rate in the population falls between 62% and 68%." This illustrates an example of: a.basic descriptive statistics. b.using statistical inference to estimate a population parameter based upon sample statistics. c.using statistical inference to estimate a statistic based upon a population parameter. d.hypothesis testing. e.Both a and b.
B
Let's assume we find in a study that the Pearson's correlation coefficient between number of years of education and cigarette smoking is −0.73. This means that as education level increases: a.smoking tends to increase. b.smoking tends to decrease. c.smoking changes 73%. d.education and smoking are unrelated. e.an educated person smokes 73 cigarettes a day.
B
Suppose that the relationship between sales (Y, in $000) and number of salespeople (X) is represented by the following regression equation: Y = 105.2 + 35.8X NARREND What will be the average contribution to sales of one additional salesperson? a.$35.80 b.$141,000 c.$35,80 d.$141.00 e.More information is needed to answer this question.
C
Suppose the ordinary least-squares approach to a regression analysis produced the following: Y = 20 - 39X R2 = .90 Which of the following statements is FALSE? a.For every unit change in X there is a corresponding negative change in the average value of Y of 39 units. b.90 percent of the variation in Y is associated with variation in X. c.The slope of the line is 20. d.The average value of Y given x = 10 is −370. e.If X = 0, then Y = 20.
C
The process of editing involves: a.categorizing the data. b.counting the number of cases that fall into the various categories. c.inspecting and correcting each questionnaire or observation form. d.developing dummy tables that suggest how each item of information will be used before data is collected. e.transforming the raw data into symbols.
C
To calculate sampling error for a proportion, which of the following pieces of information is NOT needed? a.The z-score representing the desired degree of confidence. b.The number of valid cases overall for the proportion. c.The sample standard deviation. d.The relevant proportion obtained from the sample. e.All of the above are relevant and necessary pieces of information for the calculation of sampling error for a proportion.
C
Which of the following is NOT a recommended coding convention? a.Use as many columns as necessary for the field. b.Locate only one character in each column. c.Use alphabetic codes if possible. d.Use consistent codes for similar types of responses. e.Code in an identification number for each questionnaire.
C
Which of the following statements is TRUE? a.Questionnaires that omit complete sections should not automatically be thrown out. b.A study in which all the returned questionnaires are completely filled out is common. c.Questionnaires containing only isolated instances of item nonresponse should be retained. d.Both a and c. e.a, b, and c.
D
Which statement(s) pertaining to the chi-square distribution is FALSE? a.The chi-square distribution is completely determined by its degrees of freedom. b.The variable of interest is broken into k mutually exclusive categories. c.The expected number falling into a category is generated from the null hypothesis. d.Chi-square degrees of freedom is given by k - 2. e.The chi-square is appropriate for independent trials
D
Which statistical technique should you use when you are attempting to answer the question: "Is there a significant relationship between the customers' disposable income (measured in dollars) and their repeat-buying behavior (measured by the number of rebuys in a twelve-month period)?" a.Multiple regression analysis b.Chi-Square test c.Simple regression analysis d.Pearson correlation coefficient e.None of the above.
D
Which types of measurement are used to group respondents or objects into groups or categories and are thus referred to as categorical measures? a.Nominal and interval b.Ordinal and ratio c.Ratio and interval d.Nominal and ordinal e.Ordinal and interval
D
Refer to Exhibit 13.3. What will average sales be equal to when 10 salespeople are used? a.$358,000 b.$463.20 c.$358.00 d.$463,200 e.More information is needed to answer this question.
D y(1,000) Y = 105.2 + 35.8X 105.2 + 35.8(10) = 463.2 463.2(1,000) = $463,200
If a researcher were to take ten Asian countries where per capita income and automobile ownership by per capita were known, trying to find the overall picture of market size for the market could probably be done by using which of the following methods? a.Analogy method b.Latin square c.Trade audit d.Chain ratio method e.Regression analysis
E
In which of the following situations would it be useful to test for differences between two groups? a.A retailer wishes to know if customer satisfaction is different between in-store vs. online shoppers. b.A beverage company wants to know if a new beverage concept differs between users vs. nonusers of the current brand. c.A department store wishes to know the differences between online catalogs vs. mail order catalog shoppers. d.A state university wants to know is there is a significant difference in GPA between undergraduate and graduate students. e.All of the above situations would benefit from tests for differences between two groups.
E
The BEST way to handle missing items when analyzing the data is to: a.leave the item blank and report the number blank as a separate category. b.eliminate the case with the missing item in analyses using the variable. c.substitute values for the missing item. d.eliminate the case from all further analyses. e.There is no single best way for handling missing items.
E
The main aim of editing is to: a.ensure that the analysis is valid. b.impose maximum quality standards on the raw data. c.establish a balance between costs and accuracy. d.establish codes for the raw data. e.establish minimum quality standards for the raw data.
E
When performing cross tabulations, percentages are always calculated in the direction of the: a.dependent variable. b.independent variable. c.causal variable. d.Both a and b. e.Both b and c.
E
Which of the following is FALSE about cross tabulations? a.Cross tabulations work equally well with continuous measures that have been recast as categorical measures. b.Cross tabulations are used for studying the relationships between two (or more) categorical variables. c.Recasting continuous measures into categories may result in lowered statistical power. d.Cross tabulation seeks to investigate the influence of the independent variable on the dependent variable. e.Recasting continuous measures into categories almost never results in the loss of information.
E
Which of the following is true regarding the standard deviation? a.It indicates the degree of variation in the values in such a way as to be translatable into a normal curve. b.One standard deviation above and below the midpoint in a normal distribution includes approximately 68% of the area underneath the curve. c.+ or − 1.96 standard deviations above and below the midpoint in a normal distribution includes 95% of the area underneath the curve. d.The standard deviation can be approximated by dividing the range of the data by 6. e.All of the above are correct.
E
Which of the following might NOT be an appropriate strategy for dealing with missing information on a questionnaire? a.Throw out the entire questionnaire. b.Overlook the missing information and code the remaining answers. c.Substitute information based on the responses of similar respondents. d.Both a and c only. e.All of the above might be appropriate.
E
Suppose that a random sample of 550 new car owners found that 38 percent of them were aware of a particular brand of tires that your company sells. If you are willing to accept less than a 5 percent chance of error that the true awareness rate of your company's brand of tire across all new car owners is less than 0.45, which statistical technique should you use from this data? a.Test for a single proportion b.Test of two means when samples are independent. c.Test for a single mean. d.Test of two means when samples are dependent. e.ANOVA
A
Suppose you were given an example of running a chi-square test using SPSS. The output shows a "Pearson Chi-Square" value of 82.123, df = 3 and the Asymp. Sig. = 0.000. This means: a.there is a significant association. b.there is no significant association. c.the difference is associative. d.the means are not equal. e.the variances are equal.
A
The most difficult questions to code are: a.open-ended questions. b.dichotomous questions. c.questions using Stapel scales. d.multichotomous questions. e.questions using Likert scales.
A
Which of the following is a technique that measures the closeness of the relationship between two or more variables by considering their joint variation? a.Correlation analysis b.Analysis of variance c.Multiple regression analysis d.z-test e.F-test
A
Which of the following statements if FALSE concerning the conversion of continuous measures to categorical measures? a.When converting, there is no loss of information about a variable. b.Because higher levels of measurement have all the properties of measures lower in the hierarchy, conversion is perfectly acceptable. c.In many cases, conversion is advisable for aiding in interpretation of research study results. d.Analyses should be performed using the highest level of measurement possible for a particular variable. e.A simple solution would be to provide both types of results.
A
Which of the following statements is(are) true regarding coding? a.The classes should always be mutually exclusive and exhaustive. b.Multiple responses should never be coded. c.Coding closed-ended questions is more difficult than coding open-ended questions. d.Alphabetic codes should be assigned to the classes. e.Both a and b are true statements.
A
Which type of statistical analysis would we use to determine if female college graduates' starting salary was different from their male counterpart (assuming data is collected using the following question on the survey "What is your starting salary?" a.Test of two means. b.Test for a single mean. c.Test for a single proportion. d.Test of two proportions. e.Test of a single variance
A
A statistical technique used with a continuous dependent variable and one or more categorical independent variables is called a(n) ____________________.
ANOVA
What would you use to solve this question? Does gender predict level of self esteem?
ANOVA T-test
Adjusted R2
Accounts for diminishing returns
Describe your data
Frequency descriptive statistics
Null
H0 No relationship
Paired Sample T-test
Two different variables are sampled from the same group
Partial Regression coefficient
b1= change in predicted value
Dependent
desired outcome
One Sample Test
if data is different from a number you provided
The NFL office discovered data covering attendance at professional football games in the late 1940s and early 1950s. The game with the highest attendance was between the St. Louis Cardinals and the New York Giants. The office also found considerable information that someone had collected on each game day such as the level of GDP, the DOW, numbers of persons employed, number of new businesses formed during the week preceding the game, and the population. A student intern took the information and built a regression model to predict game attendance for the upcoming season. The model should: a.accurately predict game attendance. b.NOT predict game attendance accurately because the variable levels of today (i.e., population, Dow, etc.) are out of range of those used to build the regression model. c.predict game attendance accurately because the variable levels of today (i.e., population, Dow, etc.) are out of range of those used to build the regression model. d.predict game attendance accurately because the variable levels (i.e., population, Dow, etc.) are within range of those used to build the regression model. e.None of the above.
B
The chi-square test is an approximate test. The approximation is relatively good if the: a.expected number of cases in each category is 10 or more. b.expected number of cases in each category is 5 or more. c.expected number of cases in each category is 3 or more. d.actual number of cases in each category is 10 or more. e.actual number of cases in each category is 5 or more.
B
The value of the product-moment coefficient of correlation ranges from: a.−1.0 to 0.0. b.−1.0 to 1.0. c.−0.5 to 0.5. d.0.0 to 1.0. e.−∞ to ∞.
B
Which of the following is TRUE about hypothesis testing? a.The typical goal is to reject the alternative hypothesis in favor of the null hypothesis. b.A hypothesis may be rejected but can never be accepted completely. c.Marketing research studies attempt to prove results. d.The null hypothesis is assumed to be false for the purpose of the test. e.All of the above are true about hypothesis testing.
B
Which of the following would be an appropriate interpretation of a p-value? a. A p-value of p < 0.0001 is 'highly significant' and therefore much more valid than a p value of 0.05. b.When a null hypothesis is rejected at some predetermined p level, sampling error is an unlikely explanation of the results, given that the null hypothesis is true. c.When a p-value shows significance, managerial and practical significance can be assumed. d.The probability that the research hypothesis is true is equal to 1 minus the p-value. e.A p-value represents the probability that the results occurred because of sampling error.
B
Refer to Exhibit 13.2. Assuming that the standard error of estimate for the difference in means is 1.5, calculate the value of the test statistic that would be used in the comparison of the two means. a.0.75 b.1.33 c.1.88 d.1.96 e.None of the above.
B (12-10)/1.5=1.33333
A popular approach to measuring the strength of the relationship between two categorical variables is: a.cross tabulation. b.Pearson chi-square test of independence. c.Cramer's V. d.regression analysis. e.Kendall's coefficient of concordance.
C
An analyst has a set of normally distributed intervally scaled data resulting from two observations on the same sample of subjects, and he wishes to investigate if there is any difference in these two means. The appropriate statistical procedure is: a.z-test for difference in two means. b.Analysis of variance. c.Paired sample t-test. d.Chi-square goodness-of-fit test. e.Regression analysis.
C
An analyst has a set of normally distributed intervally scaled data resulting from two observations on the same sample of subjects, and he wishes to investigate if there is any difference in these two means. The appropriate statistical procedure is: a.z-test for difference in two means. b.analysis of variance. c.paired samples t-test. d.chi-square goodness-of-fit test. e.regression analysis.
C
Analysis of variance (ANOVA) is most applicable when there: a.are only two means being compared. b.is exactly one categorical variable to be considered. c.are more than two means being compared. d.is the potential for a causal relationship between a continuous independent variable and a categorical dependent variable. e.is a need to examine interjudge reliability.
C
If an organization selects two towns for a market study (one for the test and the other as a control) and measures the amount of trash in pounds per household, it must first determine the equality of the two towns using a: a.test of a single proportion. b.test of a single mean. c.test of two means. d.test of two proportions. e.None of the above.
C
If the correlation between two variables x and y is equal to −0.90, which of the following is TRUE? a.x and y are highly related, whereby a positive change in x is accompanied by a positive change in y. b.The two variables x and y are not related to one another. c.x and y are highly related, whereby a negative change in x is accompanied by a positive change in y. d.The coefficient of determination is equal to −0.81. e.An increase in x is accompanied by a decrease in y.
C
In testing a multiple regression equation for statistical significance, the first step involves: a.testing the intercept term using a t-test. b.using a t-test to examine the significance of the overall equation. c.using an F-test to examine the significance of the overall equation. d.testing each of the slope coefficients using a t-test. e.testing each of the slope coefficients using an F-test.
C
Refer to Exhibit 13.2. Given that the critical value that the test statistic is to be compared with is equal to 1.645 at a 90% significance level, which of the following statements are true? a.The researcher should reject the null hypothesis at the 90% significance level. b.The researcher might be able to reject the null hypothesis at the 95% level of significance. c.The researcher cannot reject the null hypothesis at this significance level. d.The researcher has provided evidence that people in urban areas use bank debit cards more than people in rural areas. e.More information is needed before a decision about the null hypothesis can be made.
C
Which of the following is TRUE? a.When preparing data for computer analysis, it is advisable to use alphabetic characters to code the data rather than numbers since alphabetic characters allow 26 codes per column while numbers only allow 10; thus, one can minimize the number of computer records per observation with alphabetic characters. b.When preparing data for computer analysis, it is advisable to use as few records per observation as possible and thus the use of multiple entries per column is strongly recommended. c.When a questionnaire requires more columns of code than will fit in a record, researchers should allow for a record sequence number along with a respondent identification number on each computer record. d.A researcher is coding a variable that has ten possible answers. The researcher needs to provide two columns in the computer record when developing the codebook. e.Data should be collapsed across groups when coding.
C
Which of the following is a technique that measures the association between a criterion variable and one or more independent variables? a.Correlation analysis b.Analysis of variance c.Regression analysis d.z-test e.F-test
C
Which of the following statements about regression/correlation analysis is FALSE? a.Correlation analysis involves the measurement of the closeness of the relationship between two or more variables. b.Regression analysis involves the derivation of an equation that relates the criterion variable to one or more predictor variables. c.Regression analysis can establish the causal relationship between two or more variables. d.The regression line minimizes the sum of the squared deviations about the line. e.It is much more common to conduct regression analyses using a computer.
C
Which of the following statements concerning the sample standard deviation is FALSE? a.Sample standard deviation is a measure of the variation in responses. b.Analysts reporting descriptive statistics for continuous measures should always report standard deviations along with mean values. c.Standard deviation is meaningful and appropriate only for interval- and nominal-level measures. d.An analyst must be aware of the concerns of spurious precision when reporting standard deviations. e.Outliers can have a marked effect on the calculation of a standard deviation.
C
Which of the following would NOT be an example of a situation involving univariate analysis? a.A publisher of a magazine is interested in determining what proportion of the magazine's readers is male. b.A restaurant would like to know the average income of its typical diner. c.A car dealership is particularly interested in whether or not people who own vans are more or less likely to finance auto purchases compared with people who don't own vans. d.A service provider needs to know her customer's average level of satisfaction with the services provided. e.All of the above are examples for which univariate analysis could be performed.
C
Which statistical technique should you use to answer the question: "Is there a significant relationship between education level (a four-category ordinal variable) and whether or not consumers are aware that Firestone is a brand of tires?" a.Multiple regression analysis b.Pearson correlation coefficient c.Chi-square test d.Simple regression analysis e.None of the above.
C 2 categorical variables
Which of the following concerning the Pearson chi-square test is FALSE? a.The Pearson chi-square test is conceptually similar to the chi-square goodness-of-fit test. b.The Pearson chi-square test tests the null hypothesis that the variables are independent. c.The Pearson chi-square test measures the degree of association between variables. d.The Pearson chi-square test assesses the degree to which the two variables in a cross tabulation analysis are independent of one another. e.All of the above statements concerning the Pearson chi-square test are true.
C does not measure the degree of association
Cross Tabs or Chi Square
Compares the relationship among 2 categorical variables
Which of the following is FALSE? The equation suggests a.An upper class person could be expected on the average to spend $38 per year more than a lower class person on the product. b.A middle class person could be expected on the average to spend $16 more per year on the product than a lower class person. c.A lower class person could be expected on the average to spend $5 per year on the product. d.An upper class person could be expected on the average to spend $22 more per year on the product than a middle class person. e.An upper class person could be expected on the average to spend $38 per year on the product.
Consider the regression equation Y = 5 + 16X1 + 38X2 relating annual expenditures on a particular product Y to X1 and X2, where E
What would you use to solve this question? Sales amount and distance to store
Correlation Coefficient
A statistic used to measure the strength of relationship between categorical variables is called a(n) ____________________.
Cramer's V
What would you use to solve this question? Class vs choice of pepperoni
Cross Tabs
A gum manufacturer wants to determine whether blue packaging or red packaging is preferred. The company performs a sales test by introducing red packages into a random sample of ten stores and blue packages are introduced in an independent, random sample of ten stores. The technique most appropriate for analyzing the data is: a.paired sample t-test for means. b.Spearman rank-order correlation analysis. c.regression analysis. d.independent samples t-test for means. e.correlation analysis.
D
A research study involving the research question: "On the basis of a survey of husband-wife households, is there a significant difference between the mean attitude score of husbands and that of wives toward our product?" will involve a: a.test for a single proportion. b.test of two means when samples are independent. c.test for a single mean. d.test of two means when samples are dependent. e.None of the above.
D
A researcher had calculated the sample chi-square test statistic to be equal to χ2 = 7.71. For an alpha level of 0.10 and 4 degrees of freedom, the critical value of the chi-square statistic is 7.78. The appropriate conclusion is that the a.sample result is likely to be attributed to chance alone. b.null hypothesis should not be rejected. c.null hypothesis should be rejected. d.Both a and b. e.alternative hypothesis is true.
D
An observation that is very different in magnitude from the rest of the observations for a particular variable is a(n): a.error. b.blunder. c.histogram. d.outlier. e.deviant.
D
Data analysis hinges on which of the following considerations about the variable(s) to be analyzed? a.Will the variable be analyzed in isolation or in relationship to one or more other variables? b.What type of analysis is required by the project sponsor? c.What level of measurement was used to measure the variable(s)? d.Both a and c. e.All of the above are considerations about the variable(s) to be analyzed.
D
For which of the following types of measures does the mean NOT provide a meaningful value? a.Ratio b.Equal-interval scales c.Interval d.Ordinal e.Continuous measures
D
Refer to Exhibit 13.1. The most appropriate way to calculate percentages in the above table to reflect cause and effect is by dividing a.each of the entries by 100. b.45 and 55 by 100. c.42 and 58 by 100. d.entries in the first row by 45 and those in the second row by 55. e.entries in the first column by 42 and those in the second column by 58.
D
The upper limit of the Pearson chi-square test of independence is limited by a.sample size. b.the distribution of cases across the cells. c.degrees of freedom. d.Both a and b. e.a, b, and c.
D
Which of the assumptions listed below are necessary, in order for the coefficients in a partial regression equation to be interpreted as the average change in the criterion variable, associated with a unit change in the appropriate predictor variable, holding other predictor variables constant? a.The predictor variables must be correlated. b.The variance among predictor variables must be equal. c.The criterion variable must be normally distributed. d.The predictor variables must be uncorrelated. e.None of the above are necessary assumptions.
D
Which of the following emphasizes the division of the sample into subgroups so as to learn how the dependent variable varies from subgroup to subgroup? a.Longitudinal analysis b.Coding c.Cross-sectional analysis d.Cross tabulation e.One-way tabulation
D
Which of the following is FALSE about the use of percentages when reporting? a.Unless decimals have a special purpose, they should be omitted. b.Percentages should be rounded to whole numbers. c.Decimals may convey greater accuracy than the figures can support. d.It is unnecessary and redundant to include percentages along with the raw count for frequency analyses. e.All of the above are true concerning the use of percentages when reporting results.
D
Which of the following is FALSE with respect to the coding of open-ended questions? a.The use of several coders can lead to inconsistent treatment of answers. b.Open-ended questions are generally more difficult to code than closed-ended questions. c.The coder must determine categories on the basis of answers that are not always anticipated. d.Coding open-ended questions is typically less expensive than coding closed-ended questions. e.When the task requires multiple coders, each coder should be assigned parts of the questionnaire
D
Which of the following statements about the coding process is FALSE? a.During the coding process, data are categorized. b.Raw data are transformed into symbols during the coding process. c.Coding involves judgment on the part of the coder. d.The coding process occurs almost automatically. e.All of the above statements about the coding process are true.
D
Independent T-test
Independent variables are observed from different groups
-1 Indicates
Negative Relationship
0 indicates
No Relationship
+1 indicates
Positive Relationship
Coefficient of Multiple Regression
R2 measures the strength of association
Bivariate Regression
Relationship between a single metric dependent and a single metric independent variable
Multiple Regression
Relationship between a single metric dependent and two or more metric independent variables
Regression Analysis
Relationship between metric dependent and metric independent variables
F-test
Test Null for R2=0 (no relation)
Because ____ and ____ measures are similar when it comes to analysis, many researchers refer to both types as continuous measures. a.interval, ratio b.nominal, interval c.ordinal, ratio d.nominal, ordinal e.ratio, nominal
a
The ____________________ is a statistical test to determine whether some observed pattern of frequencies corresponds to and expected pattern.
chi-square goodness-of-fit-test
Correlation Coefficient
measures the degree of linear association between two metric variables (continuous variables) Denoted by R
Independent
predictor
Product moment correlation
provides strength of association between two metric variables. Interval or Ratio
