Question 1

The last step in the data analysis procedure is:

Accepted Answer

A)  coding. 
B)  machine cleaning of data. 
C)  tabulation and statistical analysis. 
D)  interpretation of the results. 
E)  none of the above 
A)  coding. 
B)  machine cleaning of data. 
C)  tabulation and statistical analysis. 
D)  interpretation of the results. 
E)  none of the above

Question 2

The process of ascertaining that interviews were actually conducted is known as:

Accepted Answer

A)  validation. 
B)  coding. 
C)  machine cleaning. 
D)  data entry. 
E)  none of the above 
A)  validation. 
B)  coding. 
C)  machine cleaning. 
D)  data entry. 
E)  none of the above

Question 3

Appropriate for displaying marketing research results in a wide range of situations.

Accepted Answer

A)  Line charts 
B)  Pie charts 
C)  Bar charts 
D)  None of the above 
A)  Line charts 
B)  Pie charts 
C)  Bar charts 
D)  None of the above

Question 4

Which type of data entry ensures that data is entered properly?

Accepted Answer

A)  scanning 
B)  coding 
C)  intelligent 
D)  marginal 
E)  none of the above 
A)  scanning 
B)  coding 
C)  intelligent 
D)  marginal 
E)  none of the above

Question 5

Which of the following is a table showing the number of respondents choosing each answer to the survey question?

Accepted Answer

A)  cross tabulation 
B)  line chart 
C)  one way frequency chart 
D)  graph chart 
A)  cross tabulation 
B)  line chart 
C)  one way frequency chart 
D)  graph chart

Question 6

This analytical procedure shows the responses to one question relative to the responses of another question.

Accepted Answer

A)  one-way frequencies 
B)  cross tabulation 
C)  t-test 
D)  z-test 
E)  none of the above 
A)  one-way frequencies 
B)  cross tabulation 
C)  t-test 
D)  z-test 
E)  none of the above

Question 7

Line charts are particularly useful for presenting a measurement over several points in time.

Accepted Answer

A) True 
 B)False

Question 8

Once a respondent is interviewed in a phone survey, they should never be contacted again regarding that particular study.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is the most flexible type of graph?

Accepted Answer

A)  line chart 
B)  bar chart 
C)  pie chart 
D)  (a) and (b) 
E)  All are equally flexible. 
A)  line chart 
B)  bar chart 
C)  pie chart 
D)  (a) and (b) 
E)  All are equally flexible.

Question 10

The mode is always equal to the mean.

Accepted Answer

A) True 
 B)False

Question 11

The most complex tabulation is the one-way frequency table.

Accepted Answer

A) True 
 B)False

Question 12

Interviewers are often asked to paraphrase the responses to open-ended questions.

Accepted Answer

A) True 
 B)False

Question 13

Finding the value that occurs most frequently determines the__________.

Accepted Answer

A)  standard deviation 
B)  mode 
C)  variance 
D)  mean 
E)  none of the above 
A)  standard deviation 
B)  mode 
C)  variance 
D)  mean 
E)  none of the above

Question 14

Given the following cross tabulation output, answer the questions below:
   Questions:
1) What percentage of males did not attend at least one movie at a movie theatre in the last year?
2) What percent of all respondents were female and attended at least one movie at a movie theatre?
3) What percent of all respondents that did not go to at least one movie at a movie theatre in the last year were female?

Accepted Answer

1) 11.4%
2

The last step in the data analysis procedure is:

The process of ascertaining that interviews were actually conducted is known as:

Appropriate for displaying marketing research results in a wide range of situations.

Which type of data entry ensures that data is entered properly?

Which of the following is a table showing the number of respondents choosing each answer to the survey question?

This analytical procedure shows the responses to one question relative to the responses of another question.

Line charts are particularly useful for presenting a measurement over several points in time.

Once a respondent is interviewed in a phone survey, they should never be contacted again regarding that particular study.

Which of the following is the most flexible type of graph?

The mode is always equal to the mean.

The most complex tabulation is the one-way frequency table.

Interviewers are often asked to paraphrase the responses to open-ended questions.

Finding the value that occurs most frequently determines the__________.

Problem Definition and the Research Process

Secondary Data and Databases

Qualitative Research

Traditional Survey Research

Online Marketing Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement and Attitude Scales

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

More Powerful Statistical Methods

Communicating Results and Managing Marketing Research

Filters

Exam 13: Data Processing, Data Analysis, and Statistical Testing

The last step in the data analysis procedure is:

The process of ascertaining that interviews were actually conducted is known as:

Appropriate for displaying marketing research results in a wide range of situations.

Which type of data entry ensures that data is entered properly?

Which of the following is a table showing the number of respondents choosing each answer to the survey question?

This analytical procedure shows the responses to one question relative to the responses of another question.

Line charts are particularly useful for presenting a measurement over several points in time.

Once a respondent is interviewed in a phone survey, they should never be contacted again regarding that particular study.

Which of the following is the most flexible type of graph?

The mode is always equal to the mean.

The most complex tabulation is the one-way frequency table.

Interviewers are often asked to paraphrase the responses to open-ended questions.

Finding the value that occurs most frequently determines the__________.

Problem Definition and the Research Process

Secondary Data and Databases

Qualitative Research

Traditional Survey Research

Online Marketing Research

Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement and Attitude Scales

Questionnaire Design

Basic Sampling Issues

Sample Size Determination

More Powerful Statistical Methods

Communicating Results and Managing Marketing Research

Filters