Question 1

Which of the following is NOT a step in coding open-ended responses?

Accepted Answer

A) Identify separate responses given by each individual. 
B) Specify categories into which the responses can be placed. 
C) Place each response into as many categories as possible. 
D) Assess the degree of agreement between multiple coders. 
E) All of the above are steps in the process of coding open-ended responses. 
A) Identify separate responses given by each individual. 
B) Specify categories into which the responses can be placed. 
C) Place each response into as many categories as possible. 
D) Assess the degree of agreement between multiple coders. 
E) All of the above are steps in the process of coding open-ended responses. C

Question 2

A data-entry operator was having a bad day while inputting data from your research project.He occasionally entered "9" when meaning to enter "3".This is an example of a(n)

Accepted Answer

A) excusable error. 
B) blunder. 
C) codebook error. 
D) outlier. 
E) nonresponse error. 
A) excusable error. 
B) blunder. 
C) codebook error. 
D) outlier. 
E) nonresponse error. B

Question 3

The ____________________ is a preliminary edit designed to detect the most glaring omissions and inaccuracies in the data.

Accepted Answer

field data

Question 4

Which of the following statements is TRUE?

Accepted Answer

A) Questionnaires that omit complete sections should not automatically be thrown out. 
B) A study in which all the returned questionnaires are completely filled out is common. 
C) Questionnaires containing only isolated instances of item nonresponse should be retained. 
D) Both a and c. 
E) a,b,and c. 
A) Questionnaires that omit complete sections should not automatically be thrown out. 
B) A study in which all the returned questionnaires are completely filled out is common. 
C) Questionnaires containing only isolated instances of item nonresponse should be retained. 
D) Both a and c. 
E) a,b,and c.

Question 5

The use of scanner technology to "read" responses on paper surveys and to store these responses in a data file is called ____________________.

Accepted Answer

The answer of The use of scanner technology to "read"...

Question 6

The main aim of editing is to

Accepted Answer

A) ensure that the analysis is valid. 
B) impose maximum quality standards on the raw data. 
C) establish a balance between costs and accuracy. 
D) establish codes for the raw data. 
E) establish minimum quality standards for the raw data. 
A) ensure that the analysis is valid. 
B) impose maximum quality standards on the raw data. 
C) establish a balance between costs and accuracy. 
D) establish codes for the raw data. 
E) establish minimum quality standards for the raw data.

Question 7

A respondent indicated she redeemed a coupon at Walmart last week but later indicated that she had not visited a Walmart in over two weeks.This type of response poses a problem of

Accepted Answer

A) completeness. 
B) legibility. 
C) comprehensibility. 
D) consistency. 
E) uniformity. 
A) completeness. 
B) legibility. 
C) comprehensibility. 
D) consistency. 
E) uniformity.

Question 8

If a respondent indicates that he drives a foreign car,then later,in the same questionnaire,identifies it as a Ford,the editor should

Accepted Answer

A) change the "Ford" identification to "unknown foreign." 
B) change the "foreign" identification to "domestic." 
C) throw out both responses. 
D) determine which of the responses is correct. 
E) Any of the above may be correct. 
A) change the "Ford" identification to "unknown foreign." 
B) change the "foreign" identification to "domestic." 
C) throw out both responses. 
D) determine which of the responses is correct. 
E) Any of the above may be correct.

Question 9

Which of the following is TRUE?

Accepted Answer

A) When preparing data for computer analysis,it is advisable to use alphabetic characters to code the data rather than numbers since alphabetic characters allow 26 codes per column while numbers only allow 10;thus,one can minimize the number of computer records per observation with alphabetic characters. 
B) When preparing data for computer analysis,it is advisable to use as few records per observation as possible and thus the use of multiple entries per column is strongly recommended. 
C) When a questionnaire requires more columns of code than will fit in a record,researchers should allow for a record sequence number along with a respondent identification number on each computer record. 
D) A researcher is coding a variable that has ten possible answers.The researcher needs to provide two columns in the computer record when developing the codebook. 
E) Data should be collapsed across groups when coding. 
A) When preparing data for computer analysis,it is advisable to use alphabetic characters to code the data rather than numbers since alphabetic characters allow 26 codes per column while numbers only allow 10;thus,one can minimize the number of computer records per observation with alphabetic characters. 
B) When preparing data for computer analysis,it is advisable to use as few records per observation as possible and thus the use of multiple entries per column is strongly recommended. 
C) When a questionnaire requires more columns of code than will fit in a record,researchers should allow for a record sequence number along with a respondent identification number on each computer record. 
D) A researcher is coding a variable that has ten possible answers.The researcher needs to provide two columns in the computer record when developing the codebook. 
E) Data should be collapsed across groups when coding.

Question 10

In a job satisfaction survey,respondents were asked to indicate how many years they had worked for the company.One respondent wrote "ten months" in response to the item.A conversion of the answer to the correct unit of time (years)would be most likely to take place during the

Accepted Answer

A) field edit. 
B) central-office edit. 
C) coding process. 
D) data analysis. 
E) collection phase. 
A) field edit. 
B) central-office edit. 
C) coding process. 
D) data analysis. 
E) collection phase.

Question 11

Which of the following is NOT a recommended coding convention?

Accepted Answer

A) Use as many columns as necessary for the field. 
B) Locate only one character in each column. 
C) Use alphabetic codes if possible. 
D) Use consistent codes for similar types of responses. 
E) Code in an identification number for each questionnaire. 
A) Use as many columns as necessary for the field. 
B) Locate only one character in each column. 
C) Use alphabetic codes if possible. 
D) Use consistent codes for similar types of responses. 
E) Code in an identification number for each questionnaire.

Question 12

The field edit ideally occurs

Accepted Answer

A) as soon as possible after the questionnaire has been administered. 
B) before the questionnaire is administered. 
C) after tabulating the data. 
D) after coding the data. 
E) after the interviewing force is disbanded. 
A) as soon as possible after the questionnaire has been administered. 
B) before the questionnaire is administered. 
C) after tabulating the data. 
D) after coding the data. 
E) after the interviewing force is disbanded.

Question 13

Which of the following is TRUE?

Accepted Answer

A) The central-office edit depends primarily on follow-up,either directly with the interviewers to clear up discrepancies or by having the interviewers recontact the respondents to clear up inaccuracies or omissions. 
B) If more than one person handles the central-office edit,the questionnaires should be divided by respondents with one editor doing all the work on a set of questionnaires. 
C) The first step in establishing categories is to get a "feel" for the data through preliminary observation of the results so that one can decide what categories are pertinent. 
D) Coding the data refers to the affixing of a code number to each completed questionnaire so as to aid in the identification of the respondent. 
E) One editor should handle all completed questionnaires in the central-office edit. 
A) The central-office edit depends primarily on follow-up,either directly with the interviewers to clear up discrepancies or by having the interviewers recontact the respondents to clear up inaccuracies or omissions. 
B) If more than one person handles the central-office edit,the questionnaires should be divided by respondents with one editor doing all the work on a set of questionnaires. 
C) The first step in establishing categories is to get a "feel" for the data through preliminary observation of the results so that one can decide what categories are pertinent. 
D) Coding the data refers to the affixing of a code number to each completed questionnaire so as to aid in the identification of the respondent. 
E) One editor should handle all completed questionnaires in the central-office edit.

Question 14

In descriptive research,most of the items included in a questionnaire are likely to be

Accepted Answer

A) precoded. 
B) closed-ended. 
C) open-ended. 
D) exhaustive. 
E) mutually exclusive. 
A) precoded. 
B) closed-ended. 
C) open-ended. 
D) exhaustive. 
E) mutually exclusive.

Question 15

In a multiple-column record of a data file,____ represent different variables and ____ represent different respondents.

Accepted Answer

A) codes,numbers 
B) numbers,codes 
C) rows,columns 
D) columns,rows 
E) codes,symbols 
A) codes,numbers 
B) numbers,codes 
C) rows,columns 
D) columns,rows 
E) codes,symbols

Question 16

____________________ is the process of transforming raw data into symbols.

Accepted Answer

The answer of ____________________ is the process of transforming raw...

Question 17

A local department store sent out a pre-Christmas survey in early November.The marketing team members,upon collecting the completed surveys,felt pressured to analyze the data before the Christmas rush.How could the central-office edit best be handled,given the time constraints?

Accepted Answer

A) The editors should evenly divide the surveys by respondents. 
B) The editors should divide the surveys by parts. 
C) The editors should review all surveys at the same time to ensure accuracy. 
D) Both a or b. 
E) a,b,or c. 
A) The editors should evenly divide the surveys by respondents. 
B) The editors should divide the surveys by parts. 
C) The editors should review all surveys at the same time to ensure accuracy. 
D) Both a or b. 
E) a,b,or c.

Question 18

At a minimum,a codebook should include all of the following EXCEPT

Accepted Answer

A) the results of the study. 
B) the variable name to be used in statistical analyses for each variable included in the data file. 
C) the column(s)in which each variable is located in the data file. 
D) a description of how each variable is coded. 
E) an explanation of how missing data are treated in the data file. 
A) the results of the study. 
B) the variable name to be used in statistical analyses for each variable included in the data file. 
C) the column(s)in which each variable is located in the data file. 
D) a description of how each variable is coded. 
E) an explanation of how missing data are treated in the data file.

Question 19

During the field edit,an editor confirms that a respondent has used an "N" to indicate a neutral reaction.Such an obscure abbreviation could cause a problem of

Accepted Answer

A) completeness. 
B) legibility. 
C) comprehensibility. 
D) consistency. 
E) uniformity. 
A) completeness. 
B) legibility. 
C) comprehensibility. 
D) consistency. 
E) uniformity.

Question 20

When entering codes from data collection forms into a computer data file,which of the following programs could be used?

Accepted Answer

A) Text data files in word processing 
B) Spreadsheet software 
C) Statistical software packages such as SPSS 
D) Optical scanner 
E) All of the above could be used. 
A) Text data files in word processing 
B) Spreadsheet software 
C) Statistical software packages such as SPSS 
D) Optical scanner 
E) All of the above could be used.

Exam 18: Data Analysis: Preliminary Steps

Which of the following is NOT a step in coding open-ended responses?

A data-entry operator was having a bad day while inputting data from your research project.He occasionally entered "9" when meaning to enter "3".This is an example of a(n)

The ____________________ is a preliminary edit designed to detect the most glaring omissions and inaccuracies in the data.

Which of the following statements is TRUE?

The use of scanner technology to "read" responses on paper surveys and to store these responses in a data file is called ____________________.

The main aim of editing is to

A respondent indicated she redeemed a coupon at Walmart last week but later indicated that she had not visited a Walmart in over two weeks.This type of response poses a problem of

If a respondent indicates that he drives a foreign car,then later,in the same questionnaire,identifies it as a Ford,the editor should

Which of the following is TRUE?

In a job satisfaction survey,respondents were asked to indicate how many years they had worked for the company.One respondent wrote "ten months" in response to the item.A conversion of the answer to the correct unit of time (years)would be most likely to take place during the

Which of the following is NOT a recommended coding convention?

The field edit ideally occurs

Which of the following is TRUE?

In descriptive research,most of the items included in a questionnaire are likely to be

In a multiple-column record of a data file,____ represent different variables and ____ represent different respondents.

____________________ is the process of transforming raw data into symbols.

A local department store sent out a pre-Christmas survey in early November.The marketing team members,upon collecting the completed surveys,felt pressured to analyze the data before the Christmas rush.How could the central-office edit best be handled,given the time constraints?

At a minimum,a codebook should include all of the following EXCEPT

During the field edit,an editor confirms that a respondent has used an "N" to indicate a neutral reaction.Such an obscure abbreviation could cause a problem of

When entering codes from data collection forms into a computer data file,which of the following programs could be used?

The Role of Marketing Research

Gathering Marketing Intelligence: The Systems Approach

Gathering Marketing Intelligence: The Project Approach

Problem Formulation

Types of Research Design and Exploratory Research

Descriptive and Causal Research Designs

Secondary Data

Standardized Marketing Information Services

Collecting Primary Data

Collecting Information by Communication

Collecting Information by Observation

Asking Good Questions: Measurement Basics

Measuring Attitudes and Other Variables

Designing the Questionnaire or Observation Form

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

The Research Report

Filters

In a multiple-column record of a data file, represent different variables and represent different respondents.