Question 1

Which of the following errors cannot occur in fieldwork?

Accepted Answer

A) interviewer error 
B) response error 
C) sampling error 
D) non response error 
A) interviewer error 
B) response error 
C) sampling error 
D) non response error

Question 2

If two intervally scaled variables are not at all associated, the value of r will be negative.

Accepted Answer

A) True 
 B)False

Question 3

Consider the following question: "What are your opinions about the way the President is handling the economic problems facing the nation?" his is an example of a closed-ended question.

Accepted Answer

A) True 
 B)False

Question 4

Coding for closed-ended questions is much more difficult than open-ended questions

Accepted Answer

A) True 
 B)False

Question 5

The assumption underlying correlation analysis is that the variables involved are intervally scaled.

Accepted Answer

A) True 
 B)False

Question 6

The process that is used to increase the accuracy and precision of a questionnaire is

Accepted Answer

A) checking 
B) coding 
C) editing 
D) transcribing 
A) checking 
B) coding 
C) editing 
D) transcribing

Question 7

When the data is collected on a nominal scale, the researcher can only use the mean and percentages to make meaningful conclusions.

Accepted Answer

A) True 
 B)False

Question 8

Frequency distributions, though sometimes unwieldy, do provide more information than does the sample mean.

Accepted Answer

A) True 
 B)False

Question 9

Analysis of association between two nominally scaled variables is called

Accepted Answer

A) analysis of variance 
B) cross tabulation 
C) factor analysis 
D) cluster analysis 
A) analysis of variance 
B) cross tabulation 
C) factor analysis 
D) cluster analysis

Question 10

Cross-tabulation is the analysis of association between two variables that are nominally scaled.

Accepted Answer

A) True 
 B)False

Question 11

Multivariate analysis can be used to group variables or people or to understand the relationship between variables.

Accepted Answer

A) True 
 B)False

Question 12

How many people own a microwave oven, according to the data above?

Accepted Answer

A) 250 
B) 200 
C) 125 
D) 50 
E) 75 
A) 250 
B) 200 
C) 125 
D) 50 
E) 75

Question 13

The basic purpose of data analysis is to extract meaning and knowledge from the collected data.

Accepted Answer

A) True 
 B)False

Question 14

Data analysis as the potential to ruin a well-designed research

Accepted Answer

A) True 
 B)False

Question 15

Which of the questions listed below would be the easiest to code?

Accepted Answer

A) "What are the attributes that a good president must have?" 
B) "What is your opinion of the influence of the Hare Krisna group a religious sect) on the minds of its younger members?" 
C) "What influence, if any, do you think TV commercials have on children?" 
D) "What are the major achievements and failures of the system of American government?" 
E) "What type of oven do you have: 1) gas, 2) electric, 3) microwave, 4) other?" 
A) "What are the attributes that a good president must have?" 
B) "What is your opinion of the influence of the Hare Krisna group a religious sect) on the minds of its younger members?" 
C) "What influence, if any, do you think TV commercials have on children?" 
D) "What are the major achievements and failures of the system of American government?" 
E) "What type of oven do you have: 1) gas, 2) electric, 3) microwave, 4) other?"

Question 16

Ambiguity is the result of an interviewer's failing to understand the question he must ask his respondents.

Accepted Answer

A) True 
 B)False

Question 17

It is generally easier for an analyst to interpret the raw numbers rather than the percentages that have been subsequently derived from the data.

Accepted Answer

A) True 
 B)False

Question 18

Binary, dichotomous, instrumental and qualitative variables are

Accepted Answer

A) Dummy variables 
B) Scale transformation variables 
C) contingency table variables 
D) standard variables 
E) none of the above 
A) Dummy variables 
B) Scale transformation variables 
C) contingency table variables 
D) standard variables 
E) none of the above

Question 19

Product usage is a useful variable when a researcher is seeking to segment the population.

Accepted Answer

A) True 
 B)False

Question 20

The process of data analysis involves 1-editing and coding the data. 2-collecting the data. 3-tabulating each question. 4-estimating differences between means.

Accepted Answer

A) 1 
B) 2 
C) 3 
D) 4 
E) 2, 3, and 4 
A) 1 
B) 2 
C) 3 
D) 4 
E) 2, 3, and 4

Exam 16: Fundamentals of Data Analysis

Which of the following errors cannot occur in fieldwork?

If two intervally scaled variables are not at all associated, the value of r will be negative.

Consider the following question: "What are your opinions about the way the President is handling the economic problems facing the nation?" his is an example of a closed-ended question.

Coding for closed-ended questions is much more difficult than open-ended questions

The assumption underlying correlation analysis is that the variables involved are intervally scaled.

The process that is used to increase the accuracy and precision of a questionnaire is

When the data is collected on a nominal scale, the researcher can only use the mean and percentages to make meaningful conclusions.

Frequency distributions, though sometimes unwieldy, do provide more information than does the sample mean.

Analysis of association between two nominally scaled variables is called

Cross-tabulation is the analysis of association between two variables that are nominally scaled.

Multivariate analysis can be used to group variables or people or to understand the relationship between variables.

How many people own a microwave oven, according to the data above?

The basic purpose of data analysis is to extract meaning and knowledge from the collected data.

Data analysis as the potential to ruin a well-designed research

Which of the questions listed below would be the easiest to code?

Ambiguity is the result of an interviewer's failing to understand the question he must ask his respondents.

It is generally easier for an analyst to interpret the raw numbers rather than the percentages that have been subsequently derived from the data.

Binary, dichotomous, instrumental and qualitative variables are

Product usage is a useful variable when a researcher is seeking to segment the population.

The process of data analysis involves 1-editing and coding the data. 2-collecting the data. 3-tabulating each question. 4-estimating differences between means.

A Decision Making Perspective on Marketing Intelligence

Marketing Research in Practice

The Marketing Research Process

Research Design and Implementation

Secondary Sources of Marketing Data

Standardized Sources of Marketing Data

Marketing Research on the Internet

Information Collection: Qualitative and Observational Methods

Information From Respondents: Issues in Data Collection

Information From Respondents: Survey Methods

Ttitude Measurement

Signing the Questionnaire

Xperimentation

Sampling Fundamentals

Sample Size and Statistical Theory

Hypothesis Testing: Basic Concepts and Tests of Association

Hypothesis Testing: Means and Proportions

Correlation Analysis and Regression Analysis

Iscriminant, Factor and Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Presenting the Results

Marketing-Mix Measures

Ontemporary Applications of Marketing Intelligence

Atabase Marketing, E-Commerce, Relationship

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