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MAR 6646 > MAR 6646 Final Exam > Flashcards

MAR 6646 Final Exam Flashcards

1
Q

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

A

Format
Research Audience
Construct and operational definition
Research budget

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2
Q

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

A

False

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3
Q

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

A

False

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4
Q

Which of the following is true regarding confirmatory research?

A

It is often used later in the decision-making stage

It typically employs quantitative data collection

Both are true

Neither are true

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5
Q

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

A

Leading
Loading
Double-barreled
Non-respondent vocabulary

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6
Q

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

A

Stapel
Likert
Semantic-differential
Categorical

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7
Q

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

A

True

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8
Q

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

A

Stapel scale

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9
Q

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

A

Categorical

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10
Q

What type of measurement scale is

interesting 1 2 3 4 5 6 7 uninteresting

A

Semantic differential scale

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11
Q

What type of response format is
$________________________.00

A

Metric

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12
Q

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

A

Post-test

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13
Q

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

A

A/B Test

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14
Q

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?

A

Independent samples t-test

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15
Q

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

A

Concept test

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16
Q

What are the main components of a sample plan?

A

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

17
Q

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

A

Randomization

18
Q

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

A

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

19
Q

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

A

Central tendency

20
Q

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

A

Mean

21
Q

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

A

65%

22
Q

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

A

Narrow

23
Q

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

A

True

24
Q

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

A

Range
Standard deviation

25
Q

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

A

95%

26
Q

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

A

Item omission
Break off
non-response
All of the above

27
Q
  1. answered
    2.
  2. answered
    4.
  3. answered
  4. answered

What type of response error is this?

A

item omission

28
Q
  1. answered
  2. answered
  3. answered
  4. answered

What type of response error is this?

A

Break off

29
Q

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

A

True

30
Q

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

A

Regression

31
Q

(# 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

A

True

32
Q

(Having a dog & happiness score) r=0.37

True or false: having a dog is a good predictor of happiness

A

False

33
Q

(Having a dog & happiness score) r=0.37

True or false: this is a multi-variant regression

A

False

34
Q

(Having a dog & happiness score) r=0.375

Find the percentage of the variance that is explained by the model

A

.375

35
Q

(Having a dog & happiness score) r=0.375 Multiple R=0.612

Find the correlation between dependent and independent variables.

A

0.612

MAR 6646 (2 decks)

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