MKTG CH 11 and 15

A researcher hypothesizes that males and females differ with respect to attitude toward sports sponsorships. To investigate this hypothesis that these two groups' attitudes differ, the researcher will use a ____. a. bivariate test of differences b. univariate test of differences c. multivariate test of differences d. cluster analysis

A

A tabulation of the results of a pretest to help determine whether the questionnaire will meet the objectives of the research is referred to as a(n) ____ tabulation. a. preliminary b. primary c. initial d. back

A

Asking respondents to remember something without providing any clues to help them remember is called ____. a. unaided recall b. aided recall c. recognition d. cognitive retrieval

A

Compared to open-ended response questions, fixed-alternative questions: a. require less interviewer skill b. take more time c. are more difficult for the respondent to answer d. take the same amount of time

A

In comparing the difference of the means between two groups, the null hypothesis can also be stated as ____. a. μ1 - μ2 = 0 b. μ1 + μ2 = 0 c. μ1 x μ2 = 0 d. μ1 / μ2 = 0

A

In the regression equation, Y = a + β X, Y is the ____. a. dependent variable b. slope c. independent variable d. intercept

A

In using the Z-test for comparing two proportions, the null hypothesis is typically stated as ____. a. π1 = π2. b. π1 ≠ π2. c. π1 x π2 = 1 d. π1 - π2 = 1

A

In using the t-test to compare the means of two groups, the alternative hypothesis is typically stated as ____. a. μ1 ≠ μ2 b. μ1 = μ2 c. μ1 - μ2 = 2 d. μ1 + μ2 = 1

A

Jamal is analyzing data and his current focus centers on how strongly interrelated the independent variables in his model are. Jamal is concerned about ____. a. multicollinearity b. MANOVA c. degrees of freedom d. convergence

A

The degree to which all information collected in a questionnaire addresses a research question that will help the decision maker address the current marketing problem is the extent to which the questionnaire is ____. a. relevant b. accuracy c. frequency d. counterbalanced

A

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

A

Three guidelines below help prevent the most common mistakes in designing questions. Which one is typically NOT used for this purpose? a. Avoid personal questions. b. Avoid complexity. c. Avoid leading questions. d. Avoid double-barreled questions.

A

What type of error occurs when respondents believe that past events happened more recently than they actually did? a. telescoping b. squishing c. myopic remembering d. zooming

A

Which type of software allows answers from previous questions to be inserted into unfolding questions on Internet surveys? a. piping software b. interactive software c. error trapping software d. funneling software

A

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 (β) b. χ2 c. coefficient of determination (R2) d. raw parameter estimates

A

"Do you own a cell phone? ____ Yes ____ No" is a(n) ____ question. a. leading b. simple-dichotomy c. loaded d. open-ended response

B

"Should Dillard's keep its excellent department store credit card program? ____ Yes ____ No" is an example of ____. a. using a branching question b. making an assumption c. a double-barreled question d. using a checklist

B

A filter question that used to determine what part of the questionnaire respondents are directed to is called a(n) ____. a. anchoring question b. branching question c. funneling question d. piping question

B

A questionnaire that collects information that is valid is said to be ____. a. relevant b. accurate c. counterbalanced d. balanced

B

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? a. filter effect b. order bias c. double-barreled effect d. loaded effect

B

A variable that has two distinct levels that are coded as either zero or one is called a(n) ____. a. regression variable b. dummy variable c. MANOVA variable d. ANOVA variable

B

Dichotomous and multiple-choice alternatives in fixed-alternative questions should not have overlap among categories. That is, the categories should be ____. a. exhaustive b. mutually exclusive c. positively worded d. balanced

B

In the regression equation, Y = a + β 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

B

Suppose that you are using a 9-point rating scale to compare men who have an annual income over $50,000 (Group 1) with men who have an annual income less than or equal to $50,000 (Group 2) with regard to their assessment of a new product. There are forty men in Group 1 and they have a mean of 7 and a standard deviation of 2.5, while the 35 men in Group 2 have a mean of 5 and a standard deviation of 1.4. What is the approximate value of t using the t-test? a. 3.43 b. 4.19 c. 5.64 d. There is not enough information to determine this.

B

What is another form of the alternative hypothesis when testing the difference between the means of the two groups? a. μ1 - μ2 = 0 b. μ1 - μ2 ≠ 0 c. μ1 - μ2 = 2 d. μ1 - μ2 ≠ 2

B

What is another term for a fixed-alternative question? a. open-ended response b. closed c. branching d. concise

B

When respondents think that recent events took place longer ago than they really did, what type of error is occurring? a. telescoping b. squishing c. faltering d. misredemption

B

Which analysis is portrayed by the equation: Y = bο + β1X1 + β2X2 + β3X3... + βnXn? a. simple regression b. multiple regression c. chi-square d. factor analysis

B

"Can you name five brands of tires?" is a(n) ____ question. a. fixed-alternative b. branching c. open-ended response d. filter

C

"What is your gender? ____ M ____ F" is an example of a(n) ____ question. a. loaded b. leading c. fixed-alternative d. filter

C

All of the following are disadvantages of open-ended response questions EXCEPT: a. cost b. interviewer bias c. irrelevancy d. nonrepresentativeness of respondents

C

How many degrees of freedom are there in a four-cell chi-square test? a. (R + 1) b. (R - 1) c. (R - 1)(C - 1) d. R(C - 1)

C

In political elections involving candidates who are not well-known by many voters, the candidate who is listed first on the ballot often receives the most votes. This is an example of a(n) ____. a. Hawthorne effect b. self-fulfilling prophecy c. order bias d. split-ballot technique

C

In the formula df = n - k, k represents the ____. a. number of observations b. degrees of freedom of the denominator c. number of independent variables d. sample size

C

In the regression equation, Y = a + β X , β is the ____. a. y-intercept b. independent variable c. slope of the regression line d. dependent variable

C

The equation, Y = a + β X, is the equation for the ____. a. coefficient of determination b. correlation coefficient c. least-squares regression line d. F-test

C

The formula given below represents the method for calculating the ____. a. Z-test b. F-test c. χ2 test d. α

C

The question: "Have you ever received a speeding ticket? ____ Yes ____ No," is followed by a question: "When did you receive that ticket?" if the respondent answers yes to the first question. In this situation, the first question functions as a ____ question. a. double-barreled b. leading c. filter d. anchoring

C

The statistical significance of a regression model is determined using the ____. a. t-test b. χ2 c. F-test d. Z-test

C

What type of question is the following? Which of the following services of the United Missouri Bank, besides your personal checking account, do you currently use? (check all that apply) ______ Savings account ______ Car loan ______ Home mortgage loan a. branching question b. filter question c. checklist question d. counterbalancing question

C

When "out of sight, out of mind" was translated into a foreign language, and then was translated back into English by a language expert in the foreign language, it became "invisible things are insane." This is an example of ____. a. the linguistic effect b. a loaded question c. back translation d. a counterbiasing statement

C

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

C

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

C

"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. a. counterbiasing b. open-ended response c. counterbalancing d. double-barreled

D

"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. a. counterbalancing b. order bias c. double-barreled d. loaded

D

"What is your favorite hobby, playing video games, or what?" is an example of what type of question. a. loaded b. branching c. filter d. leading

D

A bar at the top of the page in an Internet survey that indicates how much of the survey still needs to be completed is called a(n) ____ bar. a. drop-down b. radio c. push d. status

D

A question that poses some problem or topic and asks respondents to answer in their own words is called a(n) ____. a. sentence completion question b. unbalanced question c. fixed-alternative question d. open-ended question

D

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. a. filter b. lead-in c. reassurance d. counterbiasing

D

Consider this regression equation: Y = 24.35 - 14.2 X. Here, 24.35 is the ____, and -14.2 is the ____. a. slope; y-intercept b. independent variable; slope c. dependent variable; y-intercept d. y-intercept; slope

D

Which of the following is computed by most regression programs and provides an indication of how much multicollinearity exists among a set of independent variables? a. χ2 b. β c. collinear coefficient d. variance inflation factor (VIF)

D

Which technique recommends asking general questions before specific questions in order to obtain unbiased responses? a. skip logic technique b. telescoping c. squishing d. funnel technique

D

Which type of question is most likely to conserve space in a questionnaire? a. branching question b. funnel question c. multi-faceted question d. multiple-grid question

D