Question 1

False answers and nonresponse are two unintentional respondent errors.

Accepted Answer

A) True 
 B)False

Question 2

Measures of variability are concerned with:

Accepted Answer

A)  central tendency. 
B)  the degree to which respondents are "typical." 
C)  depicting "typical" frequencies among the values in a set. 
D)  depicting the similarities between one data set and another. 
E)  the degree to which respondents are "atypical." 
A)  central tendency. 
B)  the degree to which respondents are "typical." 
C)  depicting "typical" frequencies among the values in a set. 
D)  depicting the similarities between one data set and another. 
E)  the degree to which respondents are "atypical."

Question 3

Which of the following identifies the variable names and code numbers associated with each possible response to each question that makes up the data set?

Accepted Answer

A)  data code book 
B)  data variables identification book 
C)  survey ID book 
D)  respondent data book 
E)  project master file 
A)  data code book 
B)  data variables identification book 
C)  survey ID book 
D)  respondent data book 
E)  project master file

Question 4

The book that contains a list of all the variable names and the code numbers associated with each possible response to each question is called the "data set."

Accepted Answer

A) True 
 B)False

Question 5

Rachel Marsh was responsible for conducting a survey of her college to determine what extent the students were in favour of a number of changes the college administration was considering. She would need to collect four hundred completed interviews in a five-day period, and the administration had given her a budget of $2,000.00 to collect the information. Rachel put posters up around the campus asking for students who wanted to earn extra cash by interviewing other students on campus. At the meeting of the volunteers, Rachel offers to pay them $8.00 an hour and told them they should complete at least three interviews for each hour they worked. Rachel's decision to pay the interviewers this way will:

Accepted Answer

A)  help ensure there are no misunderstandings among the fieldworkers collecting the information. 
B)  help ensure that there is a minimum amount of fatigue among the fieldworkers collecting the information. 
C)  help ensure that her fieldworkers do not falsify their work. 
D)  help ensure that leading respondents will be held at a minimum because she is giving the fieldworkers ample time to conduct the interviews. 
E)  help control intentional respondent errors. 
A)  help ensure there are no misunderstandings among the fieldworkers collecting the information. 
B)  help ensure that there is a minimum amount of fatigue among the fieldworkers collecting the information. 
C)  help ensure that her fieldworkers do not falsify their work. 
D)  help ensure that leading respondents will be held at a minimum because she is giving the fieldworkers ample time to conduct the interviews. 
E)  help control intentional respondent errors.

Question 6

Which type of statistical analysis is used to summarize the sample data with measures of central tendency and dispersion?

Accepted Answer

A)  averages and trends 
B)  descriptive analysis 
C)  inferential analysis 
D)  differences analysis 
E)  relationship analysis 
A)  averages and trends 
B)  descriptive analysis 
C)  inferential analysis 
D)  differences analysis 
E)  relationship analysis

Question 7

What is the process of describing a data set by computing a small number of measures that characterize the data set in ways that are meaningful to the client?

Accepted Answer

A)  data description 
B)  data summarization 
C)  data demagnification 
D)  data characterization 
E)  data analysis 
A)  data description 
B)  data summarization 
C)  data demagnification 
D)  data characterization 
E)  data analysis

Question 8

Which research objective is being fulfilled by means of a researcher conducting hypotheses tests and/or computing confidence intervals?

Accepted Answer

A)  description 
B)  generalization 
C)  determination 
D)  differences 
E)  relationships 
A)  description 
B)  generalization 
C)  determination 
D)  differences 
E)  relationships

Question 9

Descriptive analysis relies primarily on measures of central tendency and variability.

Accepted Answer

A) True 
 B)False

Question 10

One of the advantages of the standard deviation is that it is a measure of variation that is also:

Accepted Answer

A)  Measure of variability that uses a normal or bell-shaped curve interpretation 
B)  calculated as part of the frequency distribution 
C)  included in the range 
D)  applicable when calculating the mode and median 
E)  easily calculated when preparing a percentage frequency distribution 
A)  Measure of variability that uses a normal or bell-shaped curve interpretation 
B)  calculated as part of the frequency distribution 
C)  included in the range 
D)  applicable when calculating the mode and median 
E)  easily calculated when preparing a percentage frequency distribution

Question 11

After the surveys have been finished:

Accepted Answer

A)  data entry follows. 
B)  questionnaires are scrutinized and completed ones are identified. 
C)  they should be sent for data entry. 
D)  they should be shown to the client to verify that they were completed. 
E)  all respondents should be recalled by a supervisor to ensure that they were actually interviewed. 
A)  data entry follows. 
B)  questionnaires are scrutinized and completed ones are identified. 
C)  they should be sent for data entry. 
D)  they should be shown to the client to verify that they were completed. 
E)  all respondents should be recalled by a supervisor to ensure that they were actually interviewed.

Question 12

Which of the following best describes a data set?

Accepted Answer

A)  the creation of a computer file that holds the raw data taken from all of the questionnaires deemed suitable for analysis 
B)  identification of codes that pertain to the possible responses for each question on the questionnaire 
C)  identification of all the variable names and code numbers associated with each possible response to each question making up the dataset 
D)  matrix of numbers and other codes that includes all the relevant answers for all respondents in a survey 
E)  data arranged such that variables are entered horizontally and each respondent's response is on the diagonal 
A)  the creation of a computer file that holds the raw data taken from all of the questionnaires deemed suitable for analysis 
B)  identification of codes that pertain to the possible responses for each question on the questionnaire 
C)  identification of all the variable names and code numbers associated with each possible response to each question making up the dataset 
D)  matrix of numbers and other codes that includes all the relevant answers for all respondents in a survey 
E)  data arranged such that variables are entered horizontally and each respondent's response is on the diagonal

Question 13

A research study determined that a company's expenditure in training was related to sales force performance. This is an example of relationship analysis.

Accepted Answer

A) True 
 B)False

Question 14

Frequency distributions, standard deviation, and the range are all measures of variability.

Accepted Answer

A) True 
 B)False

Question 15

Nonsampling error includes all of the following except:

Accepted Answer

A)  intentional fieldworker error 
B)  intentional respondent error 
C)  unintentional fieldworker error. 
D)  unintentional respondent error 
E)  low sample size error 
A)  intentional fieldworker error 
B)  intentional respondent error 
C)  unintentional fieldworker error. 
D)  unintentional respondent error 
E)  low sample size error

Question 16

Some industry observers believe that nonresponse is caused by fears of invasion of privacy, skepticism of consumers regarding the benefits of participating in research, and the use of research as a guise for telemarketing.

Accepted Answer

A) True 
 B)False

Question 17

Interviewers deliberately submitting bogus questionnaires may actually be encouraged by a compensation system that:

Accepted Answer

A)  pays interviewers per completed interview. 
B)  pays interviewers more than the competitive rate. 
C)  pays interviewers by the hour. 
D)  pays interviewers the competitive rate. 
E)  pays interviewers above minimum wage. 
A)  pays interviewers per completed interview. 
B)  pays interviewers more than the competitive rate. 
C)  pays interviewers by the hour. 
D)  pays interviewers the competitive rate. 
E)  pays interviewers above minimum wage.

Question 18

To ensure that their client managers understand the analysis terminology, ethical research companies use all of the following except:

Accepted Answer

A)  handbooks or glossaries defining marketing research terms 
B)  appendices in reports that illustrate analysis concepts 
C)  definitions of analysis terms embedded in reports 
D)  footnotes or annotations with tables and figures that explain the analysis concepts used 
E)  substitution of terms with those used by the client so that they feel comfortable with the level of language used 
A)  handbooks or glossaries defining marketing research terms 
B)  appendices in reports that illustrate analysis concepts 
C)  definitions of analysis terms embedded in reports 
D)  footnotes or annotations with tables and figures that explain the analysis concepts used 
E)  substitution of terms with those used by the client so that they feel comfortable with the level of language used

Question 19

Which of the following data collection errors is not unique to online surveys?

Accepted Answer

A)  multiple submission 
B)  nonresponse 
C)  bogus respondent 
D)  bogus response 
E)  misrepresentation of the population 
A)  multiple submission 
B)  nonresponse 
C)  bogus respondent 
D)  bogus response 
E)  misrepresentation of the population

Question 20

Nonresponse is composed of refusal and item omission; break-offs are a separate issue.

Accepted Answer

A) True 
 B)False

False answers and nonresponse are two unintentional respondent errors.

Measures of variability are concerned with:

Which of the following identifies the variable names and code numbers associated with each possible response to each question that makes up the data set?

The book that contains a list of all the variable names and the code numbers associated with each possible response to each question is called the "data set."

Which type of statistical analysis is used to summarize the sample data with measures of central tendency and dispersion?

What is the process of describing a data set by computing a small number of measures that characterize the data set in ways that are meaningful to the client?

Which research objective is being fulfilled by means of a researcher conducting hypotheses tests and/or computing confidence intervals?

Descriptive analysis relies primarily on measures of central tendency and variability.

One of the advantages of the standard deviation is that it is a measure of variation that is also:

After the surveys have been finished:

Which of the following best describes a data set?

A research study determined that a company's expenditure in training was related to sales force performance. This is an example of relationship analysis.

Frequency distributions, standard deviation, and the range are all measures of variability.

Nonsampling error includes all of the following except:

Some industry observers believe that nonresponse is caused by fears of invasion of privacy, skepticism of consumers regarding the benefits of participating in research, and the use of research as a guise for telemarketing.

Interviewers deliberately submitting bogus questionnaires may actually be encouraged by a compensation system that:

To ensure that their client managers understand the analysis terminology, ethical research companies use all of the following except:

Which of the following data collection errors is not unique to online surveys?

Nonresponse is composed of refusal and item omission; break-offs are a separate issue.

Introducing Marketing Research

The Marketing Research Process

Research Design

Using Secondary Data and Online Information Databases

Qualitative Research Methods

Quantitative Data Collection Methods

Survey Measurement Scales

Questionnaire Design

Sampling

Population Estimates and Hypothesis Testing

Testing of Differences

Relationships Between Variables

Communicating the Research Results

Filters

Exam 10: Data Collection and Basic Descriptive Statistics

False answers and nonresponse are two unintentional respondent errors.

Measures of variability are concerned with:

Which of the following identifies the variable names and code numbers associated with each possible response to each question that makes up the data set?

The book that contains a list of all the variable names and the code numbers associated with each possible response to each question is called the "data set."

Which type of statistical analysis is used to summarize the sample data with measures of central tendency and dispersion?

What is the process of describing a data set by computing a small number of measures that characterize the data set in ways that are meaningful to the client?

Which research objective is being fulfilled by means of a researcher conducting hypotheses tests and/or computing confidence intervals?

Descriptive analysis relies primarily on measures of central tendency and variability.

One of the advantages of the standard deviation is that it is a measure of variation that is also:

After the surveys have been finished:

Which of the following best describes a data set?

A research study determined that a company's expenditure in training was related to sales force performance. This is an example of relationship analysis.

Frequency distributions, standard deviation, and the range are all measures of variability.

Nonsampling error includes all of the following except:

Some industry observers believe that nonresponse is caused by fears of invasion of privacy, skepticism of consumers regarding the benefits of participating in research, and the use of research as a guise for telemarketing.

Interviewers deliberately submitting bogus questionnaires may actually be encouraged by a compensation system that:

To ensure that their client managers understand the analysis terminology, ethical research companies use all of the following except:

Which of the following data collection errors is not unique to online surveys?

Nonresponse is composed of refusal and item omission; break-offs are a separate issue.

Introducing Marketing Research

The Marketing Research Process

Research Design

Using Secondary Data and Online Information Databases

Qualitative Research Methods

Quantitative Data Collection Methods

Survey Measurement Scales

Questionnaire Design

Sampling

Population Estimates and Hypothesis Testing

Testing of Differences

Relationships Between Variables

Communicating the Research Results

Filters