Question 1

Discuss how the researcher should go about selecting a data analysis strategy (Figure 14.3 in the text).

Accepted Answer

The selection of a data analysis strateg

Question 2

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

Accepted Answer

A)  only one sample 
B)  two independent samples 
C)  more than two independent samples 
D)  A and B are correct 
A)  only one sample 
B)  two independent samples 
C)  more than two independent samples 
D)  A and B are correct

Question 3

involves a manipulation of scale values to ensure comparability with other scales or otherwise make the data suitable for analysis.

Accepted Answer

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

Question 4

A questionnaire returned from the field may be unacceptable for several reasons. Which of the reasons below is not one of those reasons?

Accepted Answer

A)  The questionnaire is answered by someone who does not qualify for participation. 
B)  Parts of the questionnaire may be incomplete. 
C)  The returned questionnaire is physically incomplete. 
D)  The questionnaire does not uplift, motivate, or encourage the respondent to become involved. 
A)  The questionnaire is answered by someone who does not qualify for participation. 
B)  Parts of the questionnaire may be incomplete. 
C)  The returned questionnaire is physically incomplete. 
D)  The questionnaire does not uplift, motivate, or encourage the respondent to become involved.

Question 5

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 6

Which option for the treatment of missing values involves the researcher using only cases or respondents with complete responses for each calculation?

Accepted Answer

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

Question 7

When utilizing univariate techniques, the samples are if they are drawn randomly from different populations.

Accepted Answer

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

Question 8

You would use scale transformation under which circumstance?

Accepted Answer

A)  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 
B)  to create new variables that are composites of several other variables 
C)  to adjust the sample so that greater importance is attached to respondents with certain characteristics 
D)  none of the above 
A)  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 
B)  to create new variables that are composites of several other variables 
C)  to adjust the sample so that greater importance is attached to respondents with certain characteristics 
D)  none of the above

Question 9

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

Question 10

The general rule for respecifying categorical variables with K categories is that K dummy variables are needed.

Accepted Answer

A) True 
 B)False

Question 11

involves transferring the coded data from the questionnaires or coding sheets onto disks or magnetic tapes, or directly into computers by keypunching.

Accepted Answer

A)  Transcribing data 
B)  Data Cleaning 
C)  Coding data 
D)  Editing data 
A)  Transcribing data 
B)  Data Cleaning 
C)  Coding data 
D)  Editing data

Question 12

You would use variable respecification under which circumstance?

Accepted Answer

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

Question 13

The general guidelines for coding unstructured questions and questionnaires include all of the following except .

Accepted Answer

A)  category codes should be mutually exclusive and collectively exhaustive 
B)  data should be coded to retain as much detail as possible 
C)  answers should be abbreviated as much as possible 
D)  category codes should be assigned for critical issues even if no one has mentioned them 
A)  category codes should be mutually exclusive and collectively exhaustive 
B)  data should be coded to retain as much detail as possible 
C)  answers should be abbreviated as much as possible 
D)  category codes should be assigned for critical issues even if no one has mentioned them

Question 14

involves direct machine reading of the codes and simultaneous transcription.

Accepted Answer

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

Question 15

The major multivariate technique for examining is factor analysis.

Accepted Answer

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

Question 16

If the researcher uses the mean response for the missing value, he/she is using which option for the treatment of missing values?

Accepted Answer

A)  substitute an imputed response 
B)  substitute a neutral value 
C)  casewise deletion 
D)  returning to the field 
A)  substitute an imputed response 
B)  substitute a neutral value 
C)  casewise deletion 
D)  returning to the field

Question 17

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

Question 18

When setting up the code book for a questionnaire, you would allow 2 columns to code the response to the question
"Do you have a valid passport? 1. yes 2. no"

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

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

Question 20

At the editing stage, the researcher makes a preliminary check for consistency.

Accepted Answer

A) True 
 B)False

Exam 14: Data Preparation

Discuss how the researcher should go about selecting a data analysis strategy (Figure 14.3 in the text).

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

involves a manipulation of scale values to ensure comparability with other scales or otherwise make the data suitable for analysis.

A questionnaire returned from the field may be unacceptable for several reasons. Which of the reasons below is not one of those reasons?

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.

Which option for the treatment of missing values involves the researcher using only cases or respondents with complete responses for each calculation?

When utilizing univariate techniques, the samples are if they are drawn randomly from different populations.

You would use scale transformation under which circumstance?

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

The general rule for respecifying categorical variables with K categories is that K dummy variables are needed.

involves transferring the coded data from the questionnaires or coding sheets onto disks or magnetic tapes, or directly into computers by keypunching.

You would use variable respecification under which circumstance?

The general guidelines for coding unstructured questions and questionnaires include all of the following except .

involves direct machine reading of the codes and simultaneous transcription.

The major multivariate technique for examining is factor analysis.

If the researcher uses the mean response for the missing value, he/she is using which option for the treatment of missing values?

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

When setting up the code book for a questionnaire, you would allow 2 columns to code the response to the question "Do you have a valid passport? 1. yes 2. no"

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

At the editing stage, the researcher makes a preliminary check for consistency.

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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