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Flashcards in Module #7 - Quiz Questions Deck (60)
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1

When coding an open ended response the coder will:

a) Always assign just one code to that response

b) Always assign more than one code to that result

c) Sometimes assign one code, sometimes more, to a specific response

c) Sometimes assign one code, sometimes more, to a specific response

2

Which of the following statements is true?

a) Managerial and statistical significance are the same thing

b) Everything that is statistically significant is managerially significant

c) Findings that do not meet the normal criteria for statistical significance may still be of managerial significance, with appropriate guidance.

c) Findings that do not meet the normal criteria for statistical significance may still be of managerial significance, with appropriate guidance

3

All extreme values in data result from errors and point to problems with the data.

a) TRUE

b) FALSE

b) FALSE

4

The square root of the variance is the:

a) Coefficient of variation

b) Variance

c) Standard deviation

d) Interquartile range

e) Range

c) Standard deviation

5

Cross-tabulation examines associations between variables, not causation.

a) True

b) False

a) True

6

Which of the following tests is a nonparametric test?

a) t test

b) Paired t test

c) z test

d) Chi-Square

d) Chi-Square

7

What is a way in which a cross-tabulation differs from a frequency distribution?

a) A cross-tabulation provides counts

b) A cross-tabulation provides percentages

c) A cross-tabulation provides frequencies

d) A cross-tabulation measures two or more variables simultaneously

d) A cross-tabulation measures two or more variables simultaneously

8

Which of the following data collection methods is the most likely to require the researcher to read completed surveys as part of the questionnaire checking process?

a) A CATI survey conducted via a call center

b) An online survey conducted via a access panel

c) A face-to-face survey conducted by your agency

d) An multi-country/multi language face-to-face study conducted via multiple third-parties

e) A web survey conducted via pop-ups

c) A face-to-face survey conducted by your agency

9

When using interval scale data for statistical analysis, which of the following is the best treatment for people who answered "Don't Know"?

a) Treat them the same as missing data

b) Code them as one less than the bottom of the scale

c) Code them as one higher than the top of the scale

d) Code them as 99

e) Code them as 100

a) Treat them the same as missing data

10

Which of the following studies is most likely to need transcribing as part of the data preparation process?

a) An online U&A survey

b) A mail/postal customer satisfaction survey

c) A CAPI ad test

d) A pop-up website visitor survey

e) A CATI brand tracking survey

b) A mail/postal customer satisfaction survey

11

Which option for the treatment of missing values involves cases, or respondents, with any missing responses being discarded from the analysis?

a) Returning to the field

b) Casewise deletion

c) Pairwise deletion

d) Substitute an imputed response

e) Substitute a neutral value

b) Casewise deletion

12

The difference between the 75th and 25th percentile is

a) Standard deviation

b) Coefficient of variation

c) Variance

d) Interquartile range

e) Range

d) Interquartile range

13

What measures the relative flatness or peakedness of a distribution?

a) Kurtosis

b) Median

c) Mean

d) Mode

e) Skewness

a) Kurtosis

14

When a categorical variable is re-coded as a series of variables, each containing a 0 or 1, the new variables are known as

a) Dummy variables

b) Likert scales

c) Verbatims

d) Dependent variables

e) Independent variables

a) Dummy variables

15

If, in conducting a study to determine what modifications should be made on an existing product, the researcher assigns weights of 4.0 to heavy users, 3.0 to medium users, 2.0 to light users, and 1.0 to nonusers, which group's opinion has greater import?

a) Nonusers

b) Light users

c) Medium users

d) Heavy users

d) Heavy users

16

If the researcher uses the mean response for the missing value, he/she is using which option for the treatment of missing values?

a) Pairwise deletion

b) Casewise deletion

c) Substitute a neutral value

d) Substitute an imputed response

e) Transcribing

c) Substitute a neutral value

17

Which option for the treatment of missing values involves the researcher using only cases or respondents with complete responses for each calculation?

a) Returning to the field

b) Casewise deletion

c) Pairwise deletion

d) Substitute an imputed response

e) Substitute a neutral value

c) Pairwise deletion

18

The degrees of freedom for the t statistic to test hypotheses about one mean are...

a) n+1

b) n

c) n-1

d) n1+n2

e) n1+n2 - 2

c) n-1

Malhotra p. 473

19

If the null hypothesis is that a mean is greater than a specific value, we tend to use a...

a) One-tailed test

b) Two-tailed test

a) One-tailed test

20

If a variable is measured on a nominal scale, the median should be used.

a) True

b) False

b) False

21

When analyzing sample sizes of 30 or more...

a) The t test is more appropriate.

b) There are no practical differences between t tests and z tests.

c) The z test must be used.

b) There are no practical differences between t tests and z tests.

22

A frequency distribution helps...

a) Determine how close a sample comes to the null hypothesis

b) Us to understand how one variable, X, relates to another variable, Y

c) Determine if a systematic association exists between two variables

d) Determine the shape of the empirical distribution of the variable

d) Determine the shape of the empirical distribution of the variable

23

The last step involved in hypothesis testing is...

a) Compare the probability with level of significance alpha (_)

b) Reject or do not reject the null hypothesis

c) Draw a marketing research conclusion

d) Determine the probability associated with the test statistic under the null hypothesis

e) Compare the one-tail and two-tail results

c) Draw a marketing research conclusion

24

The chi-square statistic can be estimated on counts of data or on percentages.

a) True

b) False

b) False

25

The most common way for marketing researchers to review their data is

a) Contingency tables

b) Perceptual maps

c) PowerPoint slides

d) Marketing research crosstabulation reports

e) Raw questionnaires

d) Marketing research crosstabulation reports

26

Which of the following is a symmetric bell-shaped distribution that is useful for small sample (n

a) t distribution

27

The degrees of freedom for the t statistic to test hypotheses about paired samples are

a) n+1

b) n

c) n-1

d) n1+n2

e) n1+n2 - 2

c) n-1

28

Which of the following is NOT a factor that affects the initial design of the data analysis strategy?

a) Known characteristics of the data

b) Feedback from the data collection process

c) The research objectives

d) The results of the statistical analyses

e) The assumptions the researcher makes about the properties of the data

d) The results of the statistical analyses

29

Researchers analyze data with various software programs in different situations. Which of the following is NOT a program commonly used for data analysis?

a) Microsoft Excel

b) Marketing Research Cross-tabulation software

c) SPSS

d) SAS

e) Microsoft PowerPoint

e) Microsoft PowerPoint

30

If the sample has been weighted, which of the following is the best practice?

a) There is no need to mention the weighting in the project report

b) It is optional whether the weighting is reported

c) The project report should mention any weighting

c) The project report should mention any weighting