Question 1

A review of the questionnaires with the objective of increasing accuracy and precision is called ________.

Accepted Answer

A)  editing 
B)  coding 
C)  validating 
D)  pretesting 
E)  transcribing 
A)  editing 
B)  coding 
C)  validating 
D)  pretesting 
E)  transcribing

Question 2

Unlike traditional data collection,in social media respondents do not merely respond to questions or stimuli.Rather,they generate the data and edit it by their communal participation.

Accepted Answer

A) True 
 B)False

Question 3

The thorough and extensive check for consistency and treatment of missing responses is called validating.

Accepted Answer

A) True 
 B)False

Question 4

When entering respondent data into a spreadsheet,each column contains the data for one respondent.

Accepted Answer

A) True 
 B)False

Question 5

Deleting the question from the survey is an alternative for the treatment of unsatisfactory responses.

Accepted Answer

A) True 
 B)False

Question 6

A method for handling missing responses in which respondents with any missing responses are discarded from the analysis is called ________.

Accepted Answer

A)  casewise deletion 
B)  pairwise deletion 
C)  alternate deletion 
D)  concurrent deletion 
E)  A and B 
A)  casewise deletion 
B)  pairwise deletion 
C)  alternate deletion 
D)  concurrent deletion 
E)  A and B

Question 7

Which of the following statistical techniques is appropriate for analyzing data if there are several measurements of each element and each variable is analyzed in isolation?

Accepted Answer

A)  univariate techniques 
B)  multivariate techniques 
C)  random techniques 
D)  parallel techniques 
E)  non-uniform techniques 
A)  univariate techniques 
B)  multivariate techniques 
C)  random techniques 
D)  parallel techniques 
E)  non-uniform techniques

Question 8

All of the following computer packages can be programmed to identify out-of-range values for each variable and print out the respondent code,variable code,variable name,record number,column number,and out-of-range value EXCEPT:

Accepted Answer

A)  MINITAB 
B)  EXCEL 
C)  SPSS 
D)  WORD 
E)  B and D 
A)  MINITAB 
B)  EXCEL 
C)  SPSS 
D)  WORD 
E)  B and D

Question 9

Respondents with unsatisfactory responses may be simply discarded when the proportion of unsatisfactory respondents is ________.

Accepted Answer

A)  less than 10 percent 
B)  10 percent to 20 percent 
C)  21 percent to 30 percent 
D)  31 percent to 40 percent 
E)  more than 41 percent 
A)  less than 10 percent 
B)  10 percent to 20 percent 
C)  21 percent to 30 percent 
D)  31 percent to 40 percent 
E)  more than 41 percent

Question 10

Unsatisfactory responses from collected data may be discarded when the proportion of unsatisfactory respondents is 20 percent to 30 percent.

Accepted Answer

A) True 
 B)False

Question 11

Coding consists of screening questionnaires to identify illegible,incomplete,inconsistent,or ambiguous responses.

Accepted Answer

A) True 
 B)False

Question 12

Treatment of missing responses poses problems,particularly if the proportion of missing responses is between 5 percent and 10 percent.

Accepted Answer

A) True 
 B)False

Question 13

According to the text,a survey discloses that 31 percent of the respondents preferred the client's brand,while 30.8 percent preferred the closest competing brand.In such a case,it is perfectly fine to announce that the client's brand is the dominant brand.Such a situation would be ________.

Accepted Answer

A)  acceptable based on the facts of the survey 
B)  acceptable if only the client was told this 
C)  impossible to weigh in with a moral judgment based on these details 
D)  unacceptable if only the client was told this 
E)  unacceptable because it is misleading. The brands have virtual parity. 
A)  acceptable based on the facts of the survey 
B)  acceptable if only the client was told this 
C)  impossible to weigh in with a moral judgment based on these details 
D)  unacceptable if only the client was told this 
E)  unacceptable because it is misleading. The brands have virtual parity.

Question 14

In a short essay,list and discuss the three options available to the researcher for the treatment of missing responses on a questionnaire.

Accepted Answer

a.Substitute a neutral value - a neutral

Question 15

In the marketing research process,data preparation and analysis comes immediately after ________ and before ________.

Accepted Answer

A)  problem definition; research design 
B)  research design; fieldwork 
C)  fieldwork; research design 
D)  problem definition; report preparation 
E)  fieldwork; report preparation and presentation 
A)  problem definition; research design 
B)  research design; fieldwork 
C)  fieldwork; research design 
D)  problem definition; report preparation 
E)  fieldwork; report preparation and presentation

Question 16

Optical scanning involves direct machine reading of the codes and simultaneous transcription.

Accepted Answer

A) True 
 B)False

Question 17

The thorough and extensive check for consistency and treatment of missing responses is called ________.

Accepted Answer

A)  validating 
B)  transcribing 
C)  data cleaning 
D)  key punching 
E)  editing 
A)  validating 
B)  transcribing 
C)  data cleaning 
D)  key punching 
E)  editing

Question 18

In a short essay,describe the process of coding and discuss the purpose of a field and a record.Include a specific example to support your answer.Next,describe the purpose of a codebook in the coding process.

Accepted Answer

Coding means assigning a code,usually a

Question 19

Data cleaning includes consistency checks and treatment of missing responses.The checks at this stage are less extensive than the checks made during editing.

Accepted Answer

A) True 
 B)False

Question 20

________ is a method of handling missing values in which for each calculation or analysis,only the respondents with complete responses are considered.

Accepted Answer

A)  Casewise deletion 
B)  Pairwise deletion 
C)  Alternate deletion 
D)  Concurrent deletion 
E)  B and D 
A)  Casewise deletion 
B)  Pairwise deletion 
C)  Alternate deletion 
D)  Concurrent deletion 
E)  B and D

A review of the questionnaires with the objective of increasing accuracy and precision is called ________.

Unlike traditional data collection,in social media respondents do not merely respond to questions or stimuli.Rather,they generate the data and edit it by their communal participation.

The thorough and extensive check for consistency and treatment of missing responses is called validating.

When entering respondent data into a spreadsheet,each column contains the data for one respondent.

Deleting the question from the survey is an alternative for the treatment of unsatisfactory responses.

A method for handling missing responses in which respondents with any missing responses are discarded from the analysis is called ________.

Which of the following statistical techniques is appropriate for analyzing data if there are several measurements of each element and each variable is analyzed in isolation?

All of the following computer packages can be programmed to identify out-of-range values for each variable and print out the respondent code,variable code,variable name,record number,column number,and out-of-range value EXCEPT:

Respondents with unsatisfactory responses may be simply discarded when the proportion of unsatisfactory respondents is ________.

Unsatisfactory responses from collected data may be discarded when the proportion of unsatisfactory respondents is 20 percent to 30 percent.

Coding consists of screening questionnaires to identify illegible,incomplete,inconsistent,or ambiguous responses.

Treatment of missing responses poses problems,particularly if the proportion of missing responses is between 5 percent and 10 percent.

According to the text,a survey discloses that 31 percent of the respondents preferred the client's brand,while 30.8 percent preferred the closest competing brand.In such a case,it is perfectly fine to announce that the client's brand is the dominant brand.Such a situation would be ________.

In a short essay,list and discuss the three options available to the researcher for the treatment of missing responses on a questionnaire.

In the marketing research process,data preparation and analysis comes immediately after and before .

Optical scanning involves direct machine reading of the codes and simultaneous transcription.

The thorough and extensive check for consistency and treatment of missing responses is called ________.

In a short essay,describe the process of coding and discuss the purpose of a field and a record.Include a specific example to support your answer.Next,describe the purpose of a codebook in the coding process.

Data cleaning includes consistency checks and treatment of missing responses.The checks at this stage are less extensive than the checks made during editing.

________ is a method of handling missing values in which for each calculation or analysis,only the respondents with complete responses are considered.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Syndicated Sources of Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork: Data Collection

Frequency Distribution,hypothesis Testing,and Cross-Tabulation

Hypothesis Testing Related to Differences

Correlation and Regression

Report Preparation and Presentation

Filters

Exam 15: Data Preparation and Analysis Strategy

A review of the questionnaires with the objective of increasing accuracy and precision is called ________.

Unlike traditional data collection,in social media respondents do not merely respond to questions or stimuli.Rather,they generate the data and edit it by their communal participation.

The thorough and extensive check for consistency and treatment of missing responses is called validating.

When entering respondent data into a spreadsheet,each column contains the data for one respondent.

Deleting the question from the survey is an alternative for the treatment of unsatisfactory responses.

A method for handling missing responses in which respondents with any missing responses are discarded from the analysis is called ________.

Which of the following statistical techniques is appropriate for analyzing data if there are several measurements of each element and each variable is analyzed in isolation?

All of the following computer packages can be programmed to identify out-of-range values for each variable and print out the respondent code,variable code,variable name,record number,column number,and out-of-range value EXCEPT:

Respondents with unsatisfactory responses may be simply discarded when the proportion of unsatisfactory respondents is ________.

Unsatisfactory responses from collected data may be discarded when the proportion of unsatisfactory respondents is 20 percent to 30 percent.

Coding consists of screening questionnaires to identify illegible,incomplete,inconsistent,or ambiguous responses.

Treatment of missing responses poses problems,particularly if the proportion of missing responses is between 5 percent and 10 percent.

According to the text,a survey discloses that 31 percent of the respondents preferred the client's brand,while 30.8 percent preferred the closest competing brand.In such a case,it is perfectly fine to announce that the client's brand is the dominant brand.Such a situation would be ________.

In a short essay,list and discuss the three options available to the researcher for the treatment of missing responses on a questionnaire.

In the marketing research process,data preparation and analysis comes immediately after ________ and before ________.

Optical scanning involves direct machine reading of the codes and simultaneous transcription.

The thorough and extensive check for consistency and treatment of missing responses is called ________.

In a short essay,describe the process of coding and discuss the purpose of a field and a record.Include a specific example to support your answer.Next,describe the purpose of a codebook in the coding process.

Data cleaning includes consistency checks and treatment of missing responses.The checks at this stage are less extensive than the checks made during editing.

________ is a method of handling missing values in which for each calculation or analysis,only the respondents with complete responses are considered.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Syndicated Sources of Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork: Data Collection

Frequency Distribution,hypothesis Testing,and Cross-Tabulation

Hypothesis Testing Related to Differences

Correlation and Regression

Report Preparation and Presentation

Filters

In the marketing research process,data preparation and analysis comes immediately after and before .