Question 1

Discuss how the researcher should go about selecting a data analysis strategy (Figure 14.5 in the text).

Accepted Answer

The selection of a data analysis strateg

Question 2

Which treatment of unsatisfactory responses is particularly attractive for business and industrial marketing surveys where the sample sizes are small and the respondents are easily identifiable?

Accepted Answer

A) returning to the field to get better data 
B) recoding unsatisfactory responses 
C) discarding unsatisfactory responses 
D) assigning missing values 
A) returning to the field to get better data 
B) recoding unsatisfactory responses 
C) discarding unsatisfactory responses 
D) assigning missing values

Question 3

Which treatment of unsatisfactory responses is desirable if (1)the unsatisfactory respondents do not differ from satisfactory respondents in obvious ways responses on key variables are missing?

Accepted Answer

A) returning to the field to get better data 
B) classifying and counting questionnaires accordingly 
C) discarding unsatisfactory responses 
D) assigning missing values 
A) returning to the field to get better data 
B) classifying and counting questionnaires accordingly 
C) discarding unsatisfactory responses 
D) assigning missing values

Question 4

For multivariate statistical techniques,when there is ________,multivariate analysis of variance and covariance and canonical correlation,and multiple discriminant analysis can be used.

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 5

The data preparation process for social media is exactly similar to that for data collected by traditional means.

Accepted Answer

A) True 
 B)False

Question 6

________ is a multivariate dependence technique with more than one dependent variable.

Accepted Answer

A) Two-group discriminant analysis 
B) Multiple regression 
C) Multidimensional scaling 
D) Multiple discriminant analysis 
A) Two-group discriminant analysis 
B) Multiple regression 
C) Multidimensional scaling 
D) Multiple discriminant analysis

Question 7

In Minitab the ________ and ________ statements can be used to select cases with missing or out-of-range values.

Accepted Answer

A) Select If;ElseIf 
B) Select If;Process If 
C) If;ElseIf 
D) If;If-Then 
A) Select If;ElseIf 
B) Select If;Process If 
C) If;ElseIf 
D) If;If-Then

Question 8

________ is similar to that conducted in domestic marketing research.The objective is to gain an understanding of the relationships and patterns existing in each country or cultural unit.

Accepted Answer

A) Cross-cultural analysis 
B) Individual-level analysis 
C) Pancultural analysis 
D) Intracultural analysis 
A) Cross-cultural analysis 
B) Individual-level analysis 
C) Pancultural analysis 
D) Intracultural analysis

Question 9

Data that are interval or ratio in nature are ________.

Accepted Answer

A) metric data 
B) independent data 
C) nonmetric data 
D) paired data 
A) metric data 
B) independent data 
C) nonmetric data 
D) paired data

Question 10

Discuss the procedures for coding unstructured or open-ended questions.

Accepted Answer

Respondents' verbatim responses are reco

Question 11

If possible,standard codes should be used for missing data.

Accepted Answer

A) True 
 B)False

Question 12

When doing international research,differences in means,differences in distribution,and differences in variance should be assessed.

Accepted Answer

A) True 
 B)False

Question 13

If quotas or cell group sizes have not been met,additional interviews should be conducted in the underrepresented cells before the data are edited.

Accepted Answer

A) True 
 B)False

Question 14

________ are suitable for analyzing data when there are two or more measurements of each element and the variables are analyzed simultaneously.

Accepted Answer

A) Interdependence techniques 
B) Dependence techniques 
C) Multivariate techniques 
D) Univariate techniques 
A) Interdependence techniques 
B) Dependence techniques 
C) Multivariate techniques 
D) Univariate techniques

Question 15

The objective of Pancultural analysis is to assess the comparability of findings from one country to another.

Accepted Answer

A) True 
 B)False

Question 16

Scanning of questionnaires has allowed Princess Cruises to increase the accuracy of their survey results.

Accepted Answer

A) True 
 B)False

Question 17

When utilizing univariate techniques,for nonmetric data,when there is (are)________,chi-square,Mann-Whitney,Median,K-S,and K-W one-way ANOVA tests can be used.

Accepted Answer

A) only one sample 
B) two independent samples 
C) more than two dependent samples 
D) two or more related samples 
A) only one sample 
B) two independent samples 
C) more than two dependent samples 
D) two or more related samples

Question 18

________ are appropriate when there is a single measurement of each element in the sample,or there are several measurements of each element but each variable is analyzed in isolation.

Accepted Answer

A) Interdependence techniques 
B) Dependence techniques 
C) Multivariate techniques 
D) Univariate techniques 
A) Interdependence techniques 
B) Dependence techniques 
C) Multivariate techniques 
D) Univariate techniques

Question 19

Data derived from a nominal or ordinal scale are ________.

Accepted Answer

A) metric data 
B) independent data 
C) nonmetric data 
D) paired data 
A) metric data 
B) independent data 
C) nonmetric data 
D) paired data

Question 20

If you are counting and classifying questionnaires to determine if quotas and cell group sizes have been met,you are at the ________ step of the data-preparation process.

Accepted Answer

A) questionnaire checking 
B) coding 
C) data cleaning 
D) editing 
A) questionnaire checking 
B) coding 
C) data cleaning 
D) editing

Exam 14: Data Preparation

Discuss how the researcher should go about selecting a data analysis strategy (Figure 14.5 in the text).

Which treatment of unsatisfactory responses is particularly attractive for business and industrial marketing surveys where the sample sizes are small and the respondents are easily identifiable?

Which treatment of unsatisfactory responses is desirable if (1)the unsatisfactory respondents do not differ from satisfactory respondents in obvious ways responses on key variables are missing?

For multivariate statistical techniques,when there is ________,multivariate analysis of variance and covariance and canonical correlation,and multiple discriminant analysis can be used.

The data preparation process for social media is exactly similar to that for data collected by traditional means.

________ is a multivariate dependence technique with more than one dependent variable.

In Minitab the ________ and ________ statements can be used to select cases with missing or out-of-range values.

________ is similar to that conducted in domestic marketing research.The objective is to gain an understanding of the relationships and patterns existing in each country or cultural unit.

Data that are interval or ratio in nature are ________.

Discuss the procedures for coding unstructured or open-ended questions.

If possible,standard codes should be used for missing data.

When doing international research,differences in means,differences in distribution,and differences in variance should be assessed.

If quotas or cell group sizes have not been met,additional interviews should be conducted in the underrepresented cells before the data are edited.

________ are suitable for analyzing data when there are two or more measurements of each element and the variables are analyzed simultaneously.

The objective of Pancultural analysis is to assess the comparability of findings from one country to another.

Scanning of questionnaires has allowed Princess Cruises to increase the accuracy of their survey results.

When utilizing univariate techniques,for nonmetric data,when there is (are)________,chi-square,Mann-Whitney,Median,K-S,and K-W one-way ANOVA tests can be used.

________ are appropriate when there is a single measurement of each element in the sample,or there are several measurements of each element but each variable is analyzed in isolation.

Data derived from a nominal or ordinal scale are ________.

If you are counting and classifying questionnaires to determine if quotas and cell group sizes have been met,you are at the ________ step of the data-preparation process.

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

In Minitab the and statements can be used to select cases with missing or out-of-range values.