Question 1

Which of the following is an option available for the treatment of missing values?

Accepted Answer

A) substitute a neutral value 
B) substitute an imputed response 
C) Both A and B are correct. 
D) returning to the field 
A) substitute a neutral value 
B) substitute an imputed response 
C) Both A and B are correct. 
D) returning to the field

Question 2

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

Accepted Answer

A) True 
 B)False

Question 3

The effect of ________ is to increase or decrease the number of cases in the sample that possess certain characteristics.

Accepted Answer

A) weighting 
B) variable respecification 
C) scale transformation 
D) standardization 
A) weighting 
B) variable respecification 
C) scale transformation 
D) standardization

Question 4

Univariate techniques can be classified as dependence techniques or interdependence techniques.

Accepted Answer

A) True 
 B)False

Question 5

You would use variable respecification under which circumstance?

Accepted Answer

A) to create new variables that are composites of several other variables 
B) to adjust the sample so that greater importance is attached to respondents with certain characteristics 
C) to compare attitudinal scores measured on a seven-point semantic differential scale with lifestyle or image scores measured on a five-point Likert scale 
D) none of the above 
A) to create new variables that are composites of several other variables 
B) to adjust the sample so that greater importance is attached to respondents with certain characteristics 
C) to compare attitudinal scores measured on a seven-point semantic differential scale with lifestyle or image scores measured on a five-point Likert scale 
D) none of the above

Question 6

You would use scale transformation under which circumstance?

Accepted Answer

A) to create new variables that are composites of several other variables 
B) to adjust the sample so that greater importance is attached to respondents with certain characteristics 
C) to compare image variables measured on a seven-point semantic differential scale with attitude variables measured on a continuous rating scale and lifestyle variables measured on a five-point Likert scale 
D) none of the above 
A) to create new variables that are composites of several other variables 
B) to adjust the sample so that greater importance is attached to respondents with certain characteristics 
C) to compare image variables measured on a seven-point semantic differential scale with attitude variables measured on a continuous rating scale and lifestyle variables measured on a five-point Likert scale 
D) none of the above

Question 7

For data collected in social media,the human coder then develops a coding and categorization scheme and assists in the computer categorization of text until coding results are satisfactory.

Accepted Answer

A) True 
 B)False

Question 8

Explain the difference between univariate and multivariate techniques.

Accepted Answer

Multivariate techniques differ from univ

Question 9

When conducting international marketing research,enough data must be obtained from each individual to allow analysis at the individual level.

Accepted Answer

A) True 
 B)False

Question 10

If the data have been collected via ________,transcribing data is unnecessary because the data are entered directly into the computer.

Accepted Answer

A) CATI 
B) mark sense forms 
C) CAPI 
D) Both A and C are correct. 
A) CATI 
B) mark sense forms 
C) CAPI 
D) Both A and C are correct.

Question 11

Which statement is true concerning ethical issues concerned with data preparation?

Accepted Answer

A) Researchers should try to get some idea about the quality of the data. 
B) Discarding respondents after analyzing the data raises ethical concerns. 
C) Any departure from the assumptions underlying the statistical techniques used to analyze the data raises ethical concerns. 
D) All of the above statements are true. 
A) Researchers should try to get some idea about the quality of the data. 
B) Discarding respondents after analyzing the data raises ethical concerns. 
C) Any departure from the assumptions underlying the statistical techniques used to analyze the data raises ethical concerns. 
D) All of the above statements are true.

Question 12

SPSS Data Entry allows you to verify that respondents have answered completely by setting rules.These rules can be used on existing datasets to validate and check the data only of questionnaires that were constructed in Data Entry.

Accepted Answer

A) True 
 B)False

Question 13

________ involves direct machine reading of the codes and simultaneous transcription.

Accepted Answer

A) CATI or CAPI 
B) Computerized sensory systems 
C) Mark sense forms 
D) Optical scanning 
A) CATI or CAPI 
B) Computerized sensory systems 
C) Mark sense forms 
D) Optical scanning

Question 14

Dummy variables are used to respecify categorical variables.

Accepted Answer

A) True 
 B)False

Question 15

Respondents have been asked to express their degree of agreement with a series of lifestyle statements on a 1-to-5 scale,assuming that 9 has been designated for missing values,data values of 0,6,7,and 8 are out of range.Where in the data cleaning process might any out-of-range data be caught?

Accepted Answer

A) consistency checks 
B) returning to the field 
C) treatment of missing responses 
D) Both A and C are correct. 
A) consistency checks 
B) returning to the field 
C) treatment of missing responses 
D) Both A and C are correct.

Question 16

The major multivariate technique for examining ________,is factor analysis.

Accepted Answer

A) variable interdependence 
B) one dependent variable 
C) more than one dependent variable 
D) interobject similarity 
A) variable interdependence 
B) one dependent variable 
C) more than one dependent variable 
D) interobject similarity

Question 17

The following codes should be included for each respondent: project code,interviewer code,date and time codes,category codes,and validation code.

Accepted Answer

A) True 
 B)False

Question 18

Nonmetric data are measured on an interval or ratio scale.

Accepted Answer

A) True 
 B)False

Question 19

The selection of data transcription method is guided by the type of interviewing method used and the availability of equipment.

Accepted Answer

A) True 
 B)False

Question 20

Statistical techniques can be classified as univariate or multivariate.

Accepted Answer

A) True 
 B)False

Exam 14: Data Preparation

Which of the following is an option available for the treatment of missing values?

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

The effect of ________ is to increase or decrease the number of cases in the sample that possess certain characteristics.

Univariate techniques can be classified as dependence techniques or interdependence techniques.

You would use variable respecification under which circumstance?

You would use scale transformation under which circumstance?

For data collected in social media,the human coder then develops a coding and categorization scheme and assists in the computer categorization of text until coding results are satisfactory.

Explain the difference between univariate and multivariate techniques.

When conducting international marketing research,enough data must be obtained from each individual to allow analysis at the individual level.

If the data have been collected via ________,transcribing data is unnecessary because the data are entered directly into the computer.

Which statement is true concerning ethical issues concerned with data preparation?

SPSS Data Entry allows you to verify that respondents have answered completely by setting rules.These rules can be used on existing datasets to validate and check the data only of questionnaires that were constructed in Data Entry.

________ involves direct machine reading of the codes and simultaneous transcription.

Dummy variables are used to respecify categorical variables.

Respondents have been asked to express their degree of agreement with a series of lifestyle statements on a 1-to-5 scale,assuming that 9 has been designated for missing values,data values of 0,6,7,and 8 are out of range.Where in the data cleaning process might any out-of-range data be caught?

The major multivariate technique for examining ________,is factor analysis.

The following codes should be included for each respondent: project code,interviewer code,date and time codes,category codes,and validation code.

Nonmetric data are measured on an interval or ratio scale.

The selection of data transcription method is guided by the type of interviewing method used and the availability of equipment.

Statistical techniques can be classified as univariate or multivariate.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Frequency Distribution,cross-Tabulation,and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

Filters