Question 1

The initial step in questionnaire checking involves a check of all questionnaires for completeness and interviewing quality.

Accepted Answer

A) True 
 B)False

Question 2

Scanning of questionnaires has allowed Princess Cruises to increase the accuracy of their survey results.

Accepted Answer

A) True 
 B)False

Question 3

SPSS Missing Values Analysis can assist in diagnosing missing values and replacing missing values with estimates. The missing values can also be treated within the context of the SPSS Base module.

Accepted Answer

A) True 
 B)False

Question 4

When utilizing univariate techniques, the samples are ________ when the data for the two samples relate to the same group of respondents.

Accepted Answer

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

Question 5

Which is not a part of the process of selecting a data analysis strategy?

Accepted Answer

A) known characteristics of the data 
B) classification of statistical techniques 
C) background and philosophy of the researcher 
D) properties of statistical techniques 
A) known characteristics of the data 
B) classification of statistical techniques 
C) background and philosophy of the researcher 
D) properties of statistical techniques

Question 6

Discuss the pros and cons of the various options for the treatment of missing responses.

Accepted Answer

1.Substitute a Neutral Value.If the mean

Question 7

Ethical issues that arise during the data preparation and analysis step of marketing research process pertain mainly to the researcher.

Accepted Answer

A) True 
 B)False

Question 8

Univariate techniques can be classified based on whether the data are metric or nonmetric.

Accepted Answer

A) True 
 B)False

Question 9

Consider the example of a respondent who indicates an extremely favorable attitude toward spectator sports on all of the positively worded statements in a survey and an extremely negative attitude on statements that were reversed. Decisions whether such respondents should be discarded, that is, not included in the analysis, can raise ethical concerns. A good rule of thumb is to make such decisions during the data-preparation phase before conducting the analysis.

Accepted Answer

A) True 
 B)False

Question 10

Which treatment of unsatisfactory responses is particularly attractive for business and industrial marketing surveys where the sample sizes are small and the respondents are easily identifiable?

Accepted Answer

A) returning to the field to get better data 
B) recoding unsatisfactory responses 
C) discarding unsatisfactory responses 
D) assigning missing values 
A) returning to the field to get better data 
B) recoding unsatisfactory responses 
C) discarding unsatisfactory responses 
D) assigning missing values

Question 11

Respondents have been asked to express their degree of agreement with a series of lifestyle statements on a 1-to-5 scale, assuming that 9 has been designated for missing values, data values of 0, 6, 7, and 8 are out of range. Where in the data-preparation process might any out-of-range data be caught?

Accepted Answer

A) coding 
B) transcribing 
C) data cleaning 
D) statistically adjusting the data 
A) coding 
B) transcribing 
C) data cleaning 
D) statistically adjusting the data

Question 12

A codebook generally contains all of the following information except ________.

Accepted Answer

A) record number 
B) category number 
C) instructions for coding 
D) variable name 
A) record number 
B) category number 
C) instructions for coding 
D) variable name

Question 13

Respondents have been asked to express their degree of agreement with a series of lifestyle statements on a 1-to-5 scale, assuming that 9 has been designated for missing values, data values of 0, 6, 7, and 8 are out of range. Where in the data cleaning process might any out-of-range data be caught?

Accepted Answer

A) consistency checks 
B) returning to the field 
C) treatment of missing responses 
D) Both A and C are correct. 
A) consistency checks 
B) returning to the field 
C) treatment of missing responses 
D) Both A and C are correct.

Question 14

During a preliminary check for consistency, you found a respondent had reported an annual income of less than $20,000, yet indicated frequent shopping at prestigious department stores such as Saks Fifth Avenue and Neiman Marcus. You are at the ________ step of the data-preparation process.

Accepted Answer

A) coding 
B) data cleaning 
C) questionnaire checking 
D) editing 
A) coding 
B) data cleaning 
C) questionnaire checking 
D) editing

Question 15

Analysis of interobject similarity can be conducted by cluster analysis and multiple discriminant analysis.

Accepted Answer

A) True 
 B)False

Question 16

Standardized zi scores can be obtained as: Zi = (X -   )/s.

Accepted Answer

A) True 
 B)False

Question 17

Missing responses represent values of a variable that are unknown, either because respondents provided ambiguous answers or their answers were not properly recorded.

Accepted Answer

A) True 
 B)False

Question 18

Unsatisfactory responses uncovered in the editing stage of the data-preparation process are commonly handled by doing any of the following except ________.

Accepted Answer

A) recoding unsatisfactory responses 
B) assigning missing values 
C) discarding unsatisfactory responses 
D) returning to the field to get better data 
A) recoding unsatisfactory responses 
B) assigning missing values 
C) discarding unsatisfactory responses 
D) returning to the field to get better data

Question 19

________ are appropriate when there is a single measurement of each element in the sample, or there are several measurements of each element but each variable is analyzed in isolation.

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 20

The general guidelines for coding unstructured questions and questionnaires include all of the following except ________.

Accepted Answer

A) category codes should be mutually exclusive and collectively exhaustive 
B) category codes should be assigned for critical issues even if no one has mentioned them 
C) answers should be abbreviated as much as possible 
D) data should be coded to retain as much detail as possible 
A) category codes should be mutually exclusive and collectively exhaustive 
B) category codes should be assigned for critical issues even if no one has mentioned them 
C) answers should be abbreviated as much as possible 
D) data should be coded to retain as much detail as possible

Exam 14: Data Preparation

The initial step in questionnaire checking involves a check of all questionnaires for completeness and interviewing quality.

Scanning of questionnaires has allowed Princess Cruises to increase the accuracy of their survey results.

SPSS Missing Values Analysis can assist in diagnosing missing values and replacing missing values with estimates. The missing values can also be treated within the context of the SPSS Base module.

When utilizing univariate techniques, the samples are ________ when the data for the two samples relate to the same group of respondents.

Which is not a part of the process of selecting a data analysis strategy?

Discuss the pros and cons of the various options for the treatment of missing responses.

Ethical issues that arise during the data preparation and analysis step of marketing research process pertain mainly to the researcher.

Univariate techniques can be classified based on whether the data are metric or nonmetric.

Which treatment of unsatisfactory responses is particularly attractive for business and industrial marketing surveys where the sample sizes are small and the respondents are easily identifiable?

A codebook generally contains all of the following information except ________.

Respondents have been asked to express their degree of agreement with a series of lifestyle statements on a 1-to-5 scale, assuming that 9 has been designated for missing values, data values of 0, 6, 7, and 8 are out of range. Where in the data cleaning process might any out-of-range data be caught?

During a preliminary check for consistency, you found a respondent had reported an annual income of less than $20,000, yet indicated frequent shopping at prestigious department stores such as Saks Fifth Avenue and Neiman Marcus. You are at the ________ step of the data-preparation process.

Analysis of interobject similarity can be conducted by cluster analysis and multiple discriminant analysis.

Standardized zi scores can be obtained as: Zi = (X - )/s.

Missing responses represent values of a variable that are unknown, either because respondents provided ambiguous answers or their answers were not properly recorded.

Unsatisfactory responses uncovered in the editing stage of the data-preparation process are commonly handled by doing any of the following except ________.

________ are appropriate when there is a single measurement of each element in the sample, or there are several measurements of each element but each variable is analyzed in isolation.

The general guidelines for coding unstructured questions and questionnaires include all of the following except ________.

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

Filters

Standardized z_i scores can be obtained as: Z_i = (X - )/s.