Question 1

When setting up the code book for a questionnaire, you would allow 2 columns to code the response to the question
"Do you have a valid passport? 1.yes 2.no"

Accepted Answer

A) True 
 B)False

Question 2

________ is the assignment of a code to represent a specific response to a specific question along with the data record and column position that code will occupy.

Accepted Answer

A) Coding 
B) Data cleaning 
C) Assignment of missing values 
D) Editing 
A) Coding 
B) Data cleaning 
C) Assignment of missing values 
D) Editing

Question 3

________ utilizes questions that appear on a computerized gridpad. The responses are recorded directly into the computer using a sensing device.

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 4

You would use scale transformation 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 image variables measured on a seven-point semantic differential scale with attitude variables measured on a continuous rating scale and lifestyle variables 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 image variables measured on a seven-point semantic differential scale with attitude variables measured on a continuous rating scale and lifestyle variables measured on a five-point Likert scale 
D) none of the above

Question 5

Univariate techniques can be classified based on ________.

Accepted Answer

A) whether the data are metric or nonmetric 
B) whether one, or two or more samples are involved 
C) whether interdependence techniques or dependence techniques are to be used 
D) A and B are correct 
A) whether the data are metric or nonmetric 
B) whether one, or two or more samples are involved 
C) whether interdependence techniques or dependence techniques are to be used 
D) A and B are correct

Question 6

________ are statistical techniques that attempt to group data based on underlying similarity, and thus allow for interpretation of the data structures. No distinction is made as to which variables are dependent and which are independent.

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 7

When utilizing weighting, categories underrepresented in the sample receive lower weights, whereas overrepresented categories receive higher weights.

Accepted Answer

A) True 
 B)False

Question 8

Which option for the treatment of missing values involves the researcher using the respondents' pattern of responses to calculate a suitable response to the missing questions?

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 9

Data that are interval or ratio in nature are ________.

Accepted Answer

A) metric data 
B) independent data 
C) nonmetric data 
D) paired data 
A) metric data 
B) independent data 
C) nonmetric data 
D) paired data

Question 10

The effect of weighting is to increase or to decrease the number of cases in the sample that possess certain characteristics.

Accepted Answer

A) True 
 B)False

Question 11

A codebook contains coding instructions and the necessary information about variables in the data set. It guides the coders in their work and helps the researcher to properly identify and locate the variables.

Accepted Answer

A) True 
 B)False

Question 12

In interdependence techniques, the variables are classified as dependent or independent.

Accepted Answer

A) True 
 B)False

Question 13

The selection of data-transcription method is guided by the type of interviewing method used and the availability of equipment.

Accepted Answer

A) True 
 B)False

Question 14

Missing value codes should be distinct from the codes assigned to the legitimate responses.

Accepted Answer

A) True 
 B)False

Question 15

Given the time and cost constraints, as well as the fact that experienced keypunch operators are quite accurate, it is sufficient to verify only 15-25 percent of the data entered by keypunching.

Accepted Answer

A) True 
 B)False

Question 16

Information useful for formulating a data analysis strategy is not readily available on the internet.

Accepted Answer

A) True 
 B)False

Question 17

________ involves a manipulation of scale values to ensure comparability with other scales or otherwise make the data suitable for analysis.

Accepted Answer

A) Standardization 
B) Variable respecification 
C) Scale transformation 
D) Weighting 
A) Standardization 
B) Variable respecification 
C) Scale transformation 
D) Weighting

Question 18

When conducting international marketing research, enough data must be obtained from each individual to allow analysis at the individual level.

Accepted Answer

A) True 
 B)False

Question 19

________ involves transferring the coded data from the questionnaires or coding sheets onto disks or magnetic tapes, or directly into computers by keypunching.

Accepted Answer

A) Coding data 
B) Editing data 
C) Transcribing data 
D) Data Cleaning 
A) Coding data 
B) Editing data 
C) Transcribing data 
D) Data Cleaning

Question 20

When utilizing univariate techniques, the samples are ________ if they are drawn randomly from different populations.

Accepted Answer

A) metric data 
B) independent 
C) nonmetric data 
D) paired 
A) metric data 
B) independent 
C) nonmetric data 
D) paired

Exam 14: Data Preparation

When setting up the code book for a questionnaire, you would allow 2 columns to code the response to the question "Do you have a valid passport? 1.yes 2.no"

________ is the assignment of a code to represent a specific response to a specific question along with the data record and column position that code will occupy.

________ utilizes questions that appear on a computerized gridpad. The responses are recorded directly into the computer using a sensing device.

You would use scale transformation under which circumstance?

Univariate techniques can be classified based on ________.

________ are statistical techniques that attempt to group data based on underlying similarity, and thus allow for interpretation of the data structures. No distinction is made as to which variables are dependent and which are independent.

When utilizing weighting, categories underrepresented in the sample receive lower weights, whereas overrepresented categories receive higher weights.

Which option for the treatment of missing values involves the researcher using the respondents' pattern of responses to calculate a suitable response to the missing questions?

Data that are interval or ratio in nature are ________.

The effect of weighting is to increase or to decrease the number of cases in the sample that possess certain characteristics.

A codebook contains coding instructions and the necessary information about variables in the data set. It guides the coders in their work and helps the researcher to properly identify and locate the variables.

In interdependence techniques, the variables are classified as dependent or independent.

The selection of data-transcription method is guided by the type of interviewing method used and the availability of equipment.

Missing value codes should be distinct from the codes assigned to the legitimate responses.

Given the time and cost constraints, as well as the fact that experienced keypunch operators are quite accurate, it is sufficient to verify only 15-25 percent of the data entered by keypunching.

Information useful for formulating a data analysis strategy is not readily available on the internet.

________ involves a manipulation of scale values to ensure comparability with other scales or otherwise make the data suitable for analysis.

When conducting international marketing research, enough data must be obtained from each individual to allow analysis at the individual level.

________ involves transferring the coded data from the questionnaires or coding sheets onto disks or magnetic tapes, or directly into computers by keypunching.

When utilizing univariate techniques, the samples are ________ if they are drawn randomly from different populations.

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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