Exam 13: Data Processing, Data Analysis, and Statistical Testing
Exam 2: Problem Definition and the Research Process76 Questions
Exam 3: Secondary Data and Databases71 Questions
Exam 4: Qualitative Research75 Questions
Exam 5: Traditional Survey Research63 Questions
Exam 6: Online Marketing Research50 Questions
Exam 7: Primary Data Collection: Observation61 Questions
Exam 8: Primary Data Collection: Experimentation and Test Markets71 Questions
Exam 9: The Concept of Measurement and Attitude Scales106 Questions
Exam 10: Questionnaire Design64 Questions
Exam 11: Basic Sampling Issues67 Questions
Exam 12: Sample Size Determination63 Questions
Exam 13: Data Processing, Data Analysis, and Statistical Testing74 Questions
Exam 14: More Powerful Statistical Methods85 Questions
Exam 15: Communicating Results and Managing Marketing Research86 Questions
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Error checking routines and marginal reports are part of which of the following processes?
(Multiple Choice)
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The purpose of the first edit, or field edit, is to identify problems when there is still time to recontact the respondent and determine the appropriate answer to questions that were not asked.
(True/False)
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Checking to determine whether the proper screener questions were invoked would be part of which step in the data analysis procedure?
(Multiple Choice)
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Open-ended questions are often necessary even in surveys whose major objective is to produce quantitative data. Given the open-ended responses below, how would you summarize them for analytical purposes?
QUESTION: How do you think the taste of Pepsi compares with Coca Cola?
Responses: The taste of Pepsi was
1) Better
2) Sweeter
3) Too sweet
4) Not as refreshing
5) More refreshing
6) Sweeter is better
7) Bolder taste
8) They taste about the same
9) I don't know
10) I don't have any idea
11) I don't drink soft drinks
12) Soft drinks are not good for you
13) Sweeter is better
14) Not a refreshing as Coca Cola
15) Coca Cola has always been my favorite brand
(Essay)
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Which type of analysis cannot be computed with nominal data?
(Multiple Choice)
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Categorical data is typically analyzed with percentages rather than means.
(True/False)
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____________ is the process of grouping and assigning numeric codes to the various responses to a question.
(Multiple Choice)
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Assigning numeric codes to various responses is called tabulating.
(True/False)
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Checking to ensure that skip patterns were followed occurs during the data editing stage.
(True/False)
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With one-way frequency tables, the base size for a question would not take into consideration:
(Multiple Choice)
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The idea behind this type of statistical analysis is to look at the responses to one question in relation to the responses to one or more other questions.
(Multiple Choice)
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The median can be computed for all types of data except nominal data.
(True/False)
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This measure of central tendency can be computed only from interval or ratio data.
(Multiple Choice)
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