Question 1

If the data have been collected via ________, transcribing data is unnecessary because the data are entered directly into the computer.

Accepted Answer

A) CATI 
B) mark sense forms 
C) CAPI 
D) Both A and C are correct. 
A) CATI 
B) mark sense forms 
C) CAPI 
D) Both A and C are correct.

Question 2

A code in which the number of records for each respondent are the same, and the same data appear in the same columns for all respondents, is a ________.

Accepted Answer

A) respondent code 
B) fixed-field code 
C) category code 
D) record code 
A) respondent code 
B) fixed-field code 
C) category code 
D) record code

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

Square root and log transformations are seldom used in the respecification of variables.

Accepted Answer

A) True 
 B)False

Question 5

Which statement is not true about standardization?

Accepted Answer

A) The standardized scale will have a mean of zero and a standard deviation of 1. 
B) Standardization allows the researcher to compare variables that have been measured using different types of scales. 
C) Standardization is the process of correcting data to reduce them to the same scale by subtracting the sample mean and dividing by the standard error. 
D) Standardization is the process of correcting data to reduce them to the same scale by subtracting the sample mean and dividing by the standard deviation. 
A) The standardized scale will have a mean of zero and a standard deviation of 1. 
B) Standardization allows the researcher to compare variables that have been measured using different types of scales. 
C) Standardization is the process of correcting data to reduce them to the same scale by subtracting the sample mean and dividing by the standard error. 
D) Standardization is the process of correcting data to reduce them to the same scale by subtracting the sample mean and dividing by the standard deviation.

Question 6

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

Question 7

________ involves direct machine reading of the codes and simultaneous transcription.

Accepted Answer

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

Question 8

When doing international research, differences in means, differences in distribution, and differences in variance should be assessed.

Accepted Answer

A) True 
 B)False

Question 9

You would use variable respecification under which circumstance?

Accepted Answer

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

Question 10

In ________, also known as across-countries analysis, the data of all the respondents can be pooled and analyzed.

Accepted Answer

A) Cross-cultural analysis 
B) Individual-level analysis 
C) Pancultural analysis 
D) Intracultural analysis 
A) Cross-cultural analysis 
B) Individual-level analysis 
C) Pancultural analysis 
D) Intracultural analysis

Question 11

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 12

________ are appropriate when one or more variables can be identified as dependent variables and the remaining are independent variables.

Accepted Answer

A) Interdependence techniques 
B) Dependence techniques 
C) Multivariate techniques 
D) Univariate techniques 
A) Interdependence techniques 
B) Dependence techniques 
C) Multivariate techniques 
D) Univariate techniques

Question 13

The following codes should be included for each respondent: project code, interviewer code, date and time codes, category codes, and validation code.

Accepted Answer

A) True 
 B)False

Question 14

________ is similar to that conducted in domestic marketing research. The objective is to gain an understanding of the relationships and patterns existing in each country or cultural unit.

Accepted Answer

A) Cross-cultural analysis 
B) Individual-level analysis 
C) Pancultural analysis 
D) Intracultural analysis 
A) Cross-cultural analysis 
B) Individual-level analysis 
C) Pancultural analysis 
D) Intracultural analysis

Question 15

If possible, standard codes should be used for missing data.

Accepted Answer

A) True 
 B)False

Question 16

When respecifying a categorical variable with K categories, only K - 1 dummy variables are needed because only K - 1 categories are independent.

Accepted Answer

A) True 
 B)False

Question 17

Statistical techniques can be classified as univariate or multivariate.

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

Which option for the treatment of missing values involves cases, or respondents, with any missing responses being discarded from the analysis?

Accepted Answer

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

Question 20

Discuss the procedures for coding unstructured or open-ended questions.

Accepted Answer

Respondents' verbatim responses are reco

Exam 14: Data Preparation

If the data have been collected via ________, transcribing data is unnecessary because the data are entered directly into the computer.

A code in which the number of records for each respondent are the same, and the same data appear in the same columns for all respondents, is a ________.

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

Square root and log transformations are seldom used in the respecification of variables.

Which statement is not true about standardization?

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

________ involves direct machine reading of the codes and simultaneous transcription.

When doing international research, differences in means, differences in distribution, and differences in variance should be assessed.

You would use variable respecification under which circumstance?

In ________, also known as across-countries analysis, the data of all the respondents can be pooled and analyzed.

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.

________ are appropriate when one or more variables can be identified as dependent variables and the remaining are independent variables.

The following codes should be included for each respondent: project code, interviewer code, date and time codes, category codes, and validation code.

________ is similar to that conducted in domestic marketing research. The objective is to gain an understanding of the relationships and patterns existing in each country or cultural unit.

If possible, standard codes should be used for missing data.

When respecifying a categorical variable with K categories, only K - 1 dummy variables are needed because only K - 1 categories are independent.

Statistical techniques can be classified as univariate or multivariate.

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

Which option for the treatment of missing values involves cases, or respondents, with any missing responses being discarded from the analysis?

Discuss the procedures for coding unstructured or open-ended questions.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: 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

Frequency Distribution, Cross-Tabulation, and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

International Marketing Research

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