MAR 6646 Final Exam

Question 1

Which of the following is not part of the research objective recipe?

Answer 1

Format
Research Audience
Construct and operational definition
Research budget

Question 2

True or false: Typically qualitative data can be used for statistical analysis and reporting

Answer 2

False

Question 3

True or False: A published industry report is an example of primary research data

Answer 3

False

Question 4

Which of the following is true regarding confirmatory research?

Answer 4

It is often used later in the decision-making stage

It typically employs quantitative data collection

Both are true

Neither are true

Question 5

Which of the following questionnaire “Don’ts” is illustrated (instacart image)

Answer 5

Leading
Loading
Double-barreled
Non-respondent vocabulary

Question 6

Using the instacart illustration, what type of measurement scale is used?

Answer 6

Stapel
Likert
Semantic-differential
Categorical

Question 7

True or False: Usually, demographic questions should come at the end of the survey

Answer 7

True

Question 8

What type of measurement scale is
-3 -2 -1 0 1 2 3

Answer 8

Stapel scale

Question 9

What type of response format is this?
19-24
25-34
35-44
45-54
55-65
65+

Answer 9

Categorical

Question 10

What type of measurement scale is

interesting 1 2 3 4 5 6 7 uninteresting

Answer 10

Semantic differential scale

Question 11

What type of response format is
$________________________.00

Answer 11

Metric

Question 12

Which of the following is the least rigorous, and thus the least preferred type of marketing experiment?

Answer 12

Post-test

Question 13

If a researcher wants to test two different subject lines for an email campaign, which experiment would s/he run?

Answer 13

A/B Test

Question 14

After running an A/B Test of two different subject lines for an email campaign, which difference test will the researcher use to compare the results?

Answer 14

Independent samples t-test

Question 15

Name the correct experiment for if you wanted to test the interest in a new bar idea by showing respondents drawings of the bar and menus

Answer 15

Concept test

Question 16

What are the main components of a sample plan?

Answer 16

Sample size
Sample characteristics (type of ppl)
Sampling method
All of the above

Question 17

What is the difference between probabilistic and non-probabilistic sampling?

Answer 17

Randomization

Question 18

Which of the following is/are methods for estimating variances when calculating sample sizes?

Answer 18

Use prior data
Assume pxq= 50x50
conduct a pilot study
All of the above

Question 19

Which of the following refers to the most common response for research data.

Answer 19

Central tendency

Question 20

What is the main measure of central tendency for metric data?

Answer 20

Mean

Question 21

Bar graph with three choices at 5% 30% and 65% Find the central tendency for the survey data below.

Answer 21

65%

Question 22

Bar graph with three choices at 5% 30% and 65% How would you describe the variability of this data?

Answer 22

Narrow

Question 23

True or False: If the variability is narrow, the central tendency is likely to be an accurate reflection of the data

Answer 23

True

Question 24

Which of the following are measures of variability for metric data?

Answer 24

Range
Standard deviation

Question 25

What percentage of the data falls between two standard deviations from the mean?

Answer 25

95%

Question 26

What is/are the most common type(s) of response errors

Answer 26

Item omission Break off non-response *All of the above*

Question 27

1. answered 2. 3. answered 4. 5. answered 6. answered What type of response error is this?

Answer 27

item omission

Question 28

1. answered 2. answered 3. answered 4. answered 5. 6. What type of response error is this?

Answer 28

Break off

Question 29

True or False: Use chi-square with cross-tabs to examine relationships between two (or more) categorical variables.

Answer 29

True

Question 30

When you want to predict the relationship between two or more variables, which analysis should you use?

Answer 30

Regression

Question 31

(# of cups of coffee per day & happiness score) r=0.62 True or false: there is a relationship between number of cups of coffee per day and happiness

Answer 31

True

Question 32

(Having a dog & happiness score) r=0.37 True or false: having a dog is a good predictor of happiness

Answer 32

False

Question 33

(Having a dog & happiness score) r=0.37 True or false: this is a multi-variant regression

Answer 33

False

Question 34

(Having a dog & happiness score) r=0.375 Find the percentage of the variance that is explained by the model

Answer 34

.375

Question 35

(Having a dog & happiness score) r=0.375 Multiple R=0.612 Find the correlation between dependent and independent variables.

Answer 35

0.612