Question 1

Give a brief overview of the data- preparation process.

Accepted Answer

The data- preparation process is shown in Figure 14.1 in the text. The entire process is guided by the preliminary plan of data analysis that was formulated in the research design phase. The first step is to check for acceptable questionnaires. This is followed by editing, coding, and transcribing the data. The data are cleaned and a treatment for missing responses prescribed. Often, statistical adjustment of the data may be necessary to make them representative of the population of interest. The researcher should then select an appropriate data analysis strategy. The final data analysis strategy differs from the preliminary plan of data analysis due to the information and insights gained since the preliminary plan was formulated. Data preparation should begin as soon as the first batch of questionnaires is received from the field, while the fieldwork is still going on. Thus if any problems are detected, the fieldwork can be modified to incorporate corrective action.

Question 2

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  True

Question 3

In Excel, the statement can be used to make a logical check.

Accepted Answer

A)  If 
B)  EndIf 
C)  ElseIf 
D)  Else 
A)  If 
B)  EndIf 
C)  ElseIf 
D)  Else A

Question 4

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

Question 5

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

Question 6

Data cleaning includes consistency checks and treatment of missing responses. The checks at this stage are less extensive than the checks made during editing.

Accepted Answer

A) True 
 B)False

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

Dummy variables are used to respecify categorical variables.

Accepted Answer

A) True 
 B)False

Question 9

To standardize a scale Xi, we first subtract the mean, X, from each score and divide by the standard error, SX.

Accepted Answer

A) True 
 B)False

Question 10

When utilizing univariate techniques, for nonmetric data, when there is (are) , sign, McNemar, and Wilcoxon 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 11

The use of dummy variables refers to a respecification procedure using variables that take on only two values, usually 0 or 1.

Accepted Answer

A) True 
 B)False

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

Computer packages like SPSS, SAS, EXCEL, and MINITAB can be programmed to identify
out- of- range values for each variable and print related code information to make it easy to check each variable systematically for out- of- range values.

Accepted Answer

A) True 
 B)False

Question 14

When utilizing univariate techniques, for metric data, when there is (are) , the paired t test can be used.

Accepted Answer

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

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

A codebook generally contains all of the following information except .

Accepted Answer

A)  category number 
B)  record number 
C)  instructions for coding 
D)  variable name 
A)  category number 
B)  record number 
C)  instructions for coding 
D)  variable name

Question 17

Missing responses represent values of a variable that are unknown, either because respondents provided ambiguous answers or their answers were not properly recorded.

Accepted Answer

A) True 
 B)False

Question 18

Standardized zi scores can be obtained as: Zi = (X - X)/s.

Accepted Answer

A) True 
 B)False

Question 19

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 20

In , each case or respondent in the database is assigned a weight to reflect its importance relative to other cases or respondents.

Accepted Answer

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

Exam 14: Data Preparation

Give a brief overview of the data- preparation process.

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

In Excel, the statement can be used to make a logical check.

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?

Data cleaning includes consistency checks and treatment of missing responses. The checks at this stage are less extensive than the checks made during editing.

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

Dummy variables are used to respecify categorical variables.

To standardize a scale Xi, we first subtract the mean, X, from each score and divide by the standard error, SX.

When utilizing univariate techniques, for nonmetric data, when there is (are) , sign, McNemar, and Wilcoxon tests can be used.

The use of dummy variables refers to a respecification procedure using variables that take on only two values, usually 0 or 1.

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

Computer packages like SPSS, SAS, EXCEL, and MINITAB can be programmed to identify out- of- range values for each variable and print related code information to make it easy to check each variable systematically for out- of- range values.

When utilizing univariate techniques, for metric data, when there is (are) , the paired t test can be used.

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

A codebook generally contains all of the following information except .

Missing responses represent values of a variable that are unknown, either because respondents provided ambiguous answers or their answers were not properly recorded.

Standardized zi scores can be obtained as: Zi = (X - X)/s.

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.

In , each case or respondent in the database is assigned a weight to reflect its importance relative to other cases or respondents.

Introduction to Marketing

Defining the Marketing Research

Research Design

Exploratory Research Design

Exploratory Research Design

Descriptive Research Design

Causal Research Design

Measurement and Scaling

Measurement and Scaling

Questionnaire and Form

Sampling: Design and

Sampling: Final and Initial

Fieldwork

Frequency Distribution, Crosstabulation, and Hypothesis

Analysis of Variance and

Correlation and Regression

Discriminant and Logit

Factor Analysis

Cluster Analysis

Multidimensional Scaling and

Structural Equation Modeling

Report Preparation and

International Marketing

Filters

To standardize a scale X_i, we first subtract the mean, X, from each score and divide by the standard error, S_X.

Standardized z_iscores can be obtained as: Z_i= (X - X)/s.