Question 1

requires that the data from each respondent be analyzed separately.

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 2

The purpose of respecification is to create variables that are consistent with the objectives of the study.

Accepted Answer

A) True 
 B)False

Question 3

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

Accepted Answer

A)  pairwise deletion 
B)  substitute a neutral value 
C)  returning to the field 
D)  casewise deletion 
A)  pairwise deletion 
B)  substitute a neutral value 
C)  returning to the field 
D)  casewise deletion

Question 4

Unsatisfactory respondents may differ from satisfactory respondents in systematic ways, and the decision to designate a respondent as unsatisfactory may be subjective. Both of these factors bias the results.

Accepted Answer

A) True 
 B)False

Question 5

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

Accepted Answer

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

Question 6

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

Question 7

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

Accepted Answer

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

Question 8

involves the transformation of data to create variables or modify existing variables.

Accepted Answer

A)  Standardization 
B)  Weighting 
C)  Variable respecification 
D)  Scale transformation 
A)  Standardization 
B)  Weighting 
C)  Variable respecification 
D)  Scale transformation

Question 9

The data- preparation process begins after the fieldwork is done.

Accepted Answer

A) True 
 B)False

Question 10

When respecifying a categorical variable with K categories, only K - 1 dummy variables are needed because only K - 1 categories are independent.

Accepted Answer

A) True 
 B)False

Question 11

For multivariate statistical techniques, when there is _, cross- tabulation, analysis of variance and covariance, regression, two- group discriminant analysis, and conjoint analysis can be used.

Accepted Answer

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

Question 12

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 13

Which statement is not true about standardization?

Accepted Answer

A)  Standardization is the process of correcting data to reduce them to the same scale by subtracting the sample mean and dividing by the standard deviation. 
B)  Standardization is the process of correcting data to reduce them to the same scale by subtracting the sample mean and dividing by the standard error. 
C)  Standardization allows the researcher to compare variables that have been measured using different types of scales. 
D)  The standardized scale will have a mean of zero and a standard deviation of 1. 
A)  Standardization is the process of correcting data to reduce them to the same scale by subtracting the sample mean and dividing by the standard deviation. 
B)  Standardization is the process of correcting data to reduce them to the same scale by subtracting the sample mean and dividing by the standard error. 
C)  Standardization allows the researcher to compare variables that have been measured using different types of scales. 
D)  The standardized scale will have a mean of zero and a standard deviation of 1.

Question 14

Responses can be logically inconsistent.

Accepted Answer

A) True 
 B)False

Question 15

Data that are interval or ratio in nature are _ .

Accepted Answer

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

Question 16

When utilizing weighting, categories underrepresented in the sample receive lower weights, whereas overrepresented categories receive higher weights.

Accepted Answer

A) True 
 B)False

Question 17

How would you represent consumer preferences for frozen foods as dummy variables if the respondents were classified as heavy, medium, light, nonusers?

Accepted Answer

@#IMG-DLM& Note that X₁= 1 for nonusers and 0 for a

Question 18

Explain the difference between univariate and multivariate techniques.

Accepted Answer

Multivariate techniques differ from univ

Question 19

Univariate techniques can be classified based on whether the data are metric or nonmetric.

Accepted Answer

A) True 
 B)False

Question 20

Write an example question and its associated coding for (1) a structured question that allows only a single response with less than nine possible choices and (2) a structured question that permits multiple responses.

Accepted Answer

A single column is sufficient to code a

Exam 14: Data Preparation

requires that the data from each respondent be analyzed separately.

The purpose of respecification is to create variables that are consistent with the objectives of the study.

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

Unsatisfactory respondents may differ from satisfactory respondents in systematic ways, and the decision to designate a respondent as unsatisfactory may be subjective. Both of these factors bias the results.

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

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

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

involves the transformation of data to create variables or modify existing variables.

The data- preparation process begins after the fieldwork is done.

When respecifying a categorical variable with K categories, only K - 1 dummy variables are needed because only K - 1 categories are independent.

For multivariate statistical techniques, when there is _, cross- tabulation, analysis of variance and covariance, regression, two- group discriminant analysis, and conjoint analysis can be used.

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

Which statement is not true about standardization?

Responses can be logically inconsistent.

Data that are interval or ratio in nature are _ .

When utilizing weighting, categories underrepresented in the sample receive lower weights, whereas overrepresented categories receive higher weights.

How would you represent consumer preferences for frozen foods as dummy variables if the respondents were classified as heavy, medium, light, nonusers?

Explain the difference between univariate and multivariate techniques.

Univariate techniques can be classified based on whether the data are metric or nonmetric.

Write an example question and its associated coding for (1) a structured question that allows only a single response with less than nine possible choices and (2) a structured question that permits multiple 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

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