Question 1

The initial step in questionnaire checking involves a check of all questionnaires for completeness and interviewing quality.

Accepted Answer

A) True 
 B)False

Question 2

Data derived from a nominal or ordinal scale are .

Accepted Answer

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

Question 3

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- preparation process might any out- of- range data be caught?

Accepted Answer

A)  coding 
B)  statistically adjusting the data 
C)  data cleaning 
D)  transcribing 
A)  coding 
B)  statistically adjusting the data 
C)  data cleaning 
D)  transcribing

Question 4

A code in which the number of records for each respondent are the same, and the same data appear in the same columns for all respondents, is a _.

Accepted Answer

A)  category code 
B)  fixed- field code 
C)  record code 
D)  respondent code 
A)  category code 
B)  fixed- field code 
C)  record code 
D)  respondent code

Question 5

An important variable respecification procedure involves the use of dummy variables.

Accepted Answer

A) True 
 B)False

Question 6

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

Accepted Answer

Respondents' verbatim responses are reco

Question 7

The step of the data- preparation process consists of screening questionnaires to identify illegible, incomplete, inconsistent, or ambiguous responses.

Accepted Answer

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

Question 8

Within- country analysis is also referred to as intercultural analysis.

Accepted Answer

A) True 
 B)False

Question 9

You would use weighting under which circumstance?

Accepted Answer

A)  to adjust the sample so that greater importance is attached to respondents with certain characteristics 
B)  to create new variables that are composites of several other variables 
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 adjust the sample so that greater importance is attached to respondents with certain characteristics 
B)  to create new variables that are composites of several other variables 
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 10

The major technique for examining variable interdependence is factor analysis.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

Consider the example of a respondent who indicates an extremely favorable attitude toward spectator sports on all of the positively worded statements in a survey and an extremely negative attitude on statements that were reversed. Decisions whether such respondents should be discarded, that is, not included in the analysis, can raise ethical concerns. A good rule of thumb is to make such decisions during the data- preparation phase before conducting the analysis.

Accepted Answer

A) True 
 B)False

Question 13

When using univariate techniques, the number of samples is is determinded based on how the data are treated for the purpose of analysis, not on how the data were collected.

Accepted Answer

A) True 
 B)False

Question 14

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 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 importance?

Accepted Answer

A)  heavy users 
B)  light users 
C)  medium users 
D)  nonusers 
A)  heavy users 
B)  light users 
C)  medium users 
D)  nonusers

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

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

Question 18

List the procedures for statistically adjusting data and briefly discuss the uses for each.

Accepted Answer

In weighting, each case or respondent in

Question 19

In interdependence techniques, the variables are classified as dependent or independent.

Accepted Answer

A) True 
 B)False

Question 20

Discuss the pros and cons of the various options for the treatment of missing responses.

Accepted Answer

1. Substitute a Neutral Value. If the me

Exam 14: Data Preparation

The initial step in questionnaire checking involves a check of all questionnaires for completeness and interviewing quality.

Data derived from a nominal or ordinal scale are .

A code in which the number of records for each respondent are the same, and the same data appear in the same columns for all respondents, is a _.

An important variable respecification procedure involves the use of dummy variables.

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

The step of the data- preparation process consists of screening questionnaires to identify illegible, incomplete, inconsistent, or ambiguous responses.

Within- country analysis is also referred to as intercultural analysis.

You would use weighting under which circumstance?

The major technique for examining variable interdependence is factor analysis.

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

When using univariate techniques, the number of samples is is determinded based on how the data are treated for the purpose of analysis, not on how the data were collected.

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

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 importance?

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

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?

List the procedures for statistically adjusting data and briefly discuss the uses for each.

In interdependence techniques, the variables are classified as dependent or independent.

Discuss the pros and cons of the various options for the treatment of missing responses.

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