Question 1

Which of the following correlation coefficients would indicate a "moderate" association?

Accepted Answer

A)  .85 
B)  -.85 
C)  -.75 
D)  .35 
E)  .60 
A)  .85 
B)  -.85 
C)  -.75 
D)  .35 
E)  .60

Question 2

You are an officer in your college's Student Marketing Association. You are looking for ways to ensure that members will join again the following year. Students tend to join for one semester or one year and then drop out. You decide to take a simple random sample of this year's members and give them a survey. One of the questions asks: Will you join the SMA next semester? Yes, No, Don't Know. Another question asks respondents to check all the following that they feel provides them with "value" by virtue of being in the SMA: free food at meetings, getting to socialize in a relaxed setting with fellow classmates, learning about businesses through the guest speaker program, getting job search information through the organization's "Career Search" program, and getting to know your professors on a more personal basis. You want to know which one(s)of these are related to whether or not students will join the SMA in the next semester. What analysis should you run?

Accepted Answer

A)  association analysis between the question that asks if they will join and each one of the remaining questions 
B)  differences analysis between the question that asks if they will join and each one of the remaining questions 
C)  predictive analysis between the question that asks if they will join and each one of the remaining questions 
D)  determinant analysis between the question that asks if they will join and each one of the remaining questions 
E)  None of the above; there is no analysis that will help identify which of these issues are related to rejoining the SMA. 
A)  association analysis between the question that asks if they will join and each one of the remaining questions 
B)  differences analysis between the question that asks if they will join and each one of the remaining questions 
C)  predictive analysis between the question that asks if they will join and each one of the remaining questions 
D)  determinant analysis between the question that asks if they will join and each one of the remaining questions 
E)  None of the above; there is no analysis that will help identify which of these issues are related to rejoining the SMA.

Question 3

Row cell percentage is calculated by dividing a cell frequency by the cell row total.

Accepted Answer

A) True 
 B)False

Question 4

The degrees of freedom in chi-square are calculated by multiplying the rows, minus one times the columns, minus one.

Accepted Answer

A) True 
 B)False

Question 5

In order to run a chi-square test using SPSS, the proper command sequence is:

Accepted Answer

A)  ANALYZE; CHI-SQUARE; GO 
B)  ANALYZE; SUMMARIZE; CROSSTABS; CHI-SQUARE 
C)  ASSOCIATIONS; NONMONO; CHI-SQUARE 
D)  ANALYZE; DESCRIPTIVE STATISTICS; CROSSTABS 
E)  ASSOCIATIONS; STATISTICS; CROSSTABS 
A)  ANALYZE; CHI-SQUARE; GO 
B)  ANALYZE; SUMMARIZE; CROSSTABS; CHI-SQUARE 
C)  ASSOCIATIONS; NONMONO; CHI-SQUARE 
D)  ANALYZE; DESCRIPTIVE STATISTICS; CROSSTABS 
E)  ASSOCIATIONS; STATISTICS; CROSSTABS

Question 6

The key to establishing a nonmonotonic relationship between two variables is determining if one is present (or absent)when the other is present (or absent).

Accepted Answer

A) True 
 B)False

Question 7

In the textbook you were given an example of running a chi-square test using SPSS. The output shows a "Pearson Chi-Square" value of 23.272 and df =7. This information alone means:

Accepted Answer

A)  there is a significant difference 
B)  there is no significant difference 
C)  the difference is associative 
D)  the test was run incorrectly 
E)  none of the above 
A)  there is a significant difference 
B)  there is no significant difference 
C)  the difference is associative 
D)  the test was run incorrectly 
E)  none of the above

Question 8

When a consistent and systematic relationship is found between two variables, the linkage is:

Accepted Answer

A)  causal 
B)  statistical 
C)  managerially significant 
D)  important 
E)  relevant 
A)  causal 
B)  statistical 
C)  managerially significant 
D)  important 
E)  relevant

Question 9

To use a correlation, you must first establish that it is statistically significant from one.

Accepted Answer

A) True 
 B)False

Question 10

If we determine a precise linear relationship between two variables, then by knowing the value of one variable we should be able to predict the other variable.

Accepted Answer

A) True 
 B)False

Question 11

Chi-square analysis is a form of a "goodness of fit" test.

Accepted Answer

A) True 
 B)False

Question 12

Which type of relationship is a "straight-line" relationship between two variables and for which allows us to know the knowledge of one variable if we have knowledge of the other?

Accepted Answer

A)  causal relationship 
B)  linear relationship 
C)  monotonic relationship 
D)  nonmonotonic relationship 
E)  curvilinear relationship 
A)  causal relationship 
B)  linear relationship 
C)  monotonic relationship 
D)  nonmonotonic relationship 
E)  curvilinear relationship

Question 13

Covariation is defined as the amount of change in one variable systematically associated with a change in another variable.

Accepted Answer

A) True 
 B)False

Question 14

The advertising director in your firm announced her resignation this morning to take another job, and she is leaving this afternoon. Your boss has asked you to take charge of advertising. Unfortunately, you learn the former director was just beginning planning for an upcoming promotion of one of the company's new products. Your immediate decision is to determine a brand name for the product. As the former director leaves, she stops by to drop off some marketing research reports she had just received, which includes several tests on brand names that were proposed for the new brand. The research company tested 30 potential brand names. For each brand name, they collected data on a number of variables such as "intention to purchase" and "attitude toward the brand name." All these variables were collected using 5-point intensity continuum scales. Thus, all the variables possess an interval level of measurement. Just focusing on the two variables mentioned ("intention to purchase" and "attitude toward the brand name"), what type of analysis would you conduct to help you make the decision?

Accepted Answer

A)  Pearson Product Moment correlation analysis 
B)  Independent Samples t tests 
C)  Cross-tabulation 
D)  Cross-tabulation with chi-square tests 
E)  Paired samples tabulation analysis 
A)  Pearson Product Moment correlation analysis 
B)  Independent Samples t tests 
C)  Cross-tabulation 
D)  Cross-tabulation with chi-square tests 
E)  Paired samples tabulation analysis

Question 15

When a scale has "labels" as opposed to "levels," we can normally assume the level of measurement is:

Accepted Answer

A)  nominal or categorical 
B)  ratio 
C)  interval or ordinal 
D)  interval or ratio 
E)  metric 
A)  nominal or categorical 
B)  ratio 
C)  interval or ordinal 
D)  interval or ratio 
E)  metric

Question 16

A researcher runs a correlation analysis between two variables that she is certain are associated but the analysis indicates the two variables are not associated. The researcher may then want to:

Accepted Answer

A)  run another association test and add three variables 
B)  adopt a lower standard for determining significance, that is, a p value of .20 
C)  do nothing; if the association is deemed insignificant it is inappropriate to run further analyses 
D)  run a scatter plot in search of a curvilinear relationship 
E)  run a scatter plot in search of a linear relationship 
A)  run another association test and add three variables 
B)  adopt a lower standard for determining significance, that is, a p value of .20 
C)  do nothing; if the association is deemed insignificant it is inappropriate to run further analyses 
D)  run a scatter plot in search of a curvilinear relationship 
E)  run a scatter plot in search of a linear relationship

Question 17

A cross-tabulation table is sometimes referred to as a:

Accepted Answer

A)  tabular table 
B)  nonmonotonic display table 
C)  r x c table 
D)  t x n table 
E)  c x x table 
A)  tabular table 
B)  nonmonotonic display table 
C)  r x c table 
D)  t x n table 
E)  c x x table

Question 18

Cross-tabulation tables allow us to look at two variables simultaneously and are arranged in a row and column format.

Accepted Answer

A) True 
 B)False

Question 19

If you plotted data between two variables and the points all fell precisely in a straight line that was sloping upward to the right, your correlation coefficient would be equal to +1.0.

Accepted Answer

A) True 
 B)False

Question 20

Presence refers to the strength of a relationship between three or more variables.

Accepted Answer

A) True 
 B)False

Which of the following correlation coefficients would indicate a "moderate" association?

Row cell percentage is calculated by dividing a cell frequency by the cell row total.

The degrees of freedom in chi-square are calculated by multiplying the rows, minus one times the columns, minus one.

In order to run a chi-square test using SPSS, the proper command sequence is:

The key to establishing a nonmonotonic relationship between two variables is determining if one is present (or absent)when the other is present (or absent).

In the textbook you were given an example of running a chi-square test using SPSS. The output shows a "Pearson Chi-Square" value of 23.272 and df =7. This information alone means:

When a consistent and systematic relationship is found between two variables, the linkage is:

To use a correlation, you must first establish that it is statistically significant from one.

If we determine a precise linear relationship between two variables, then by knowing the value of one variable we should be able to predict the other variable.

Chi-square analysis is a form of a "goodness of fit" test.

Which type of relationship is a "straight-line" relationship between two variables and for which allows us to know the knowledge of one variable if we have knowledge of the other?

Covariation is defined as the amount of change in one variable systematically associated with a change in another variable.

When a scale has "labels" as opposed to "levels," we can normally assume the level of measurement is:

A researcher runs a correlation analysis between two variables that she is certain are associated but the analysis indicates the two variables are not associated. The researcher may then want to:

A cross-tabulation table is sometimes referred to as a:

Cross-tabulation tables allow us to look at two variables simultaneously and are arranged in a row and column format.

If you plotted data between two variables and the points all fell precisely in a straight line that was sloping upward to the right, your correlation coefficient would be equal to +1.0.

Presence refers to the strength of a relationship between three or more variables.

Introduction to Marketing Research

The Marketing Research Process

The Marketing Research Industry

Defining the Problem and Determining Research Objectives

Research Design

Using Secondary Data and Online Information Databases

Standardized Information Sources

Observation, Focus Groups, and Other Qualitative Methods

Survey Data-Collection Methods

Measurement in Marketing Research

Designing the Questionnaire

Determining How to Select the Sample

Determining the Size of a Sample

Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Basic Data Analysis: Descriptive Statistics

Generalizing a Sample's Findings to its Population and Testing Hypotheses About Percents and Means

Testing for Differences Between Two Groups or Among More Than

Regression Analysis in Marketing Research

The Marketing Research Report: Preparation and Presentation

Filters

Exam 18: Determining and Interpreting Associations Among Variables

Which of the following correlation coefficients would indicate a "moderate" association?

Row cell percentage is calculated by dividing a cell frequency by the cell row total.

The degrees of freedom in chi-square are calculated by multiplying the rows, minus one times the columns, minus one.

In order to run a chi-square test using SPSS, the proper command sequence is:

The key to establishing a nonmonotonic relationship between two variables is determining if one is present (or absent)when the other is present (or absent).

In the textbook you were given an example of running a chi-square test using SPSS. The output shows a "Pearson Chi-Square" value of 23.272 and df =7. This information alone means:

When a consistent and systematic relationship is found between two variables, the linkage is:

To use a correlation, you must first establish that it is statistically significant from one.

If we determine a precise linear relationship between two variables, then by knowing the value of one variable we should be able to predict the other variable.

Chi-square analysis is a form of a "goodness of fit" test.

Which type of relationship is a "straight-line" relationship between two variables and for which allows us to know the knowledge of one variable if we have knowledge of the other?

Covariation is defined as the amount of change in one variable systematically associated with a change in another variable.

When a scale has "labels" as opposed to "levels," we can normally assume the level of measurement is:

A researcher runs a correlation analysis between two variables that she is certain are associated but the analysis indicates the two variables are not associated. The researcher may then want to:

A cross-tabulation table is sometimes referred to as a:

Cross-tabulation tables allow us to look at two variables simultaneously and are arranged in a row and column format.

If you plotted data between two variables and the points all fell precisely in a straight line that was sloping upward to the right, your correlation coefficient would be equal to +1.0.

Presence refers to the strength of a relationship between three or more variables.

Introduction to Marketing Research

The Marketing Research Process

The Marketing Research Industry

Defining the Problem and Determining Research Objectives

Research Design

Using Secondary Data and Online Information Databases

Standardized Information Sources

Observation, Focus Groups, and Other Qualitative Methods

Survey Data-Collection Methods

Measurement in Marketing Research

Designing the Questionnaire

Determining How to Select the Sample

Determining the Size of a Sample

Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Basic Data Analysis: Descriptive Statistics

Generalizing a Sample's Findings to its Population and Testing Hypotheses About Percents and Means

Testing for Differences Between Two Groups or Among More Than

Regression Analysis in Marketing Research

The Marketing Research Report: Preparation and Presentation

Filters