Question 1

The TextSmart module of SPSS is not an example of the new breed of automated coding systems.

Accepted Answer

A) True 
 B)False  False

Question 2

The mode of a distribution of responses is the middle response in the distribution,meaning half of the responses are larger and half of the responses are smaller than the mode.

Accepted Answer

A) True 
 B)False  False

Question 3

Categorical data is typically analyzed with percentages rather than means.

Accepted Answer

A) True 
 B)False  True

Question 4

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.

Accepted Answer

A) one-way frequencies 
B) cross tabulations 
C) analysis using measures of central tendency 
D) analysis using measures of dispersion 
E) analysis using line and/or bar charts 
A) one-way frequencies 
B) cross tabulations 
C) analysis using measures of central tendency 
D) analysis using measures of dispersion 
E) analysis using line and/or bar charts

Question 5

With one-way frequency tables,the base size for a question would not take into consideration:

Accepted Answer

A) total respondents. 
B) the number of people asked a particular question. 
C) the number of people who answered the question. 
D) population size. 
A) total respondents. 
B) the number of people asked a particular question. 
C) the number of people who answered the question. 
D) population size.

Question 6

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 7

Error checking routines and marginal reports are part of which of the following processes?

Accepted Answer

A) determination of proper graphical aides in data analysis 
B) determination of proper statistical techniques in data analysis 
C) machine cleaning of the database 
D) validation of questionnaires 
E) coding of open-ended questions on questionnaires. 
A) determination of proper graphical aides in data analysis 
B) determination of proper statistical techniques in data analysis 
C) machine cleaning of the database 
D) validation of questionnaires 
E) coding of open-ended questions on questionnaires.

Question 8

If an interviewer did not properly follow skip patterns specified in a questionnaire,the ______________ step in data analysis would reveal the problem.

Accepted Answer

A) validation 
B) editing 
C) coding 
D) analyzing 
E) data cleaning 
A) validation 
B) editing 
C) coding 
D) analyzing 
E) data cleaning

Question 9

Out of the following,which would typically have the largest base size?

Accepted Answer

A) total respondents 
B) total asked 
C) total answering 
D) total skipping 
A) total respondents 
B) total asked 
C) total answering 
D) total skipping

Question 10

Which of the following graphic representation is the most visually pleasing for presenting cross tabulation information?

Accepted Answer

A) multiple row-three dimensional bar chart 
B) three dimensional pie chart 
C) clustered bar chart 
D) stacked bar chart 
E) clustered line chart 
A) multiple row-three dimensional bar chart 
B) three dimensional pie chart 
C) clustered bar chart 
D) stacked bar chart 
E) clustered line chart

Question 11

Checking to determine whether the proper screener questions were invoked would be part of which step in the data analysis procedure?

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 12

Which of the following is not a measure of dispersion?

Accepted Answer

A) mean 
B) standard deviation 
C) variance 
D) range 
A) mean 
B) standard deviation 
C) variance 
D) range

Question 13

Means are not included in a cross tabulation.

Accepted Answer

A) True 
 B)False

Question 14

This type of chart is the simplest form of chart and is useful for presenting a measurement taken at several points over time.

Accepted Answer

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

Question 15

____________ is the process of grouping and assigning numeric codes to the various responses to a question.

Accepted Answer

A) Alignment 
B) Coding 
C) Decoding 
D) Arrangement 
A) Alignment 
B) Coding 
C) Decoding 
D) Arrangement

Question 16

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 17

Data entry must always be done manually.

Accepted Answer

A) True 
 B)False

Question 18

The quality control aspect of the data analysis procedure refers to:

Accepted Answer

A) statistical analysis of data. 
B) properly training interviewers. 
C) validation and editing. 
D) coding questionnaires. 
E) none of the above 
A) statistical analysis of data. 
B) properly training interviewers. 
C) validation and editing. 
D) coding questionnaires. 
E) none of the above

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is not a measure of dispersion?

Accepted Answer

A) standard deviation 
B) median 
C) variance 
D) all of the above 
E) none of the above 
A) standard deviation 
B) median 
C) variance 
D) all of the above 
E) none of the above

Exam 15: A: Data Processing and Fundamental Data Analysis

The TextSmart module of SPSS is not an example of the new breed of automated coding systems.

The mode of a distribution of responses is the middle response in the distribution,meaning half of the responses are larger and half of the responses are smaller than the mode.

Categorical data is typically analyzed with percentages rather than means.

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.

With one-way frequency tables,the base size for a question would not take into consideration:

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

Error checking routines and marginal reports are part of which of the following processes?

If an interviewer did not properly follow skip patterns specified in a questionnaire,the ______________ step in data analysis would reveal the problem.

Out of the following,which would typically have the largest base size?

Which of the following graphic representation is the most visually pleasing for presenting cross tabulation information?

Checking to determine whether the proper screener questions were invoked would be part of which step in the data analysis procedure?

Which of the following is not a measure of dispersion?

Means are not included in a cross tabulation.

This type of chart is the simplest form of chart and is useful for presenting a measurement taken at several points over time.

____________ is the process of grouping and assigning numeric codes to the various responses to a question.

Finding the value that occurs most frequently determines the__________.

Data entry must always be done manually.

The quality control aspect of the data analysis procedure refers to:

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

Which of the following is not a measure of dispersion?

The Role of Marketing Research in Management Decision Making

A: The Role of Marketing Research in Management Decision Making

The Marketing Research Industry and Research Ethics

A: The Marketing Research Industry and Research Ethics

Problem Definition,exploratory Research,and the Research Process

A: Problem Definition and the Research Process

Secondary Data and Databases

A: Secondary Data and Databases

Qualitative Research

A: Qualitative Research

Traditional Survey Research

A: Traditional Survey Research

Online Marketing Research

A: Online Marketing Research

Primary Data Collection: Observation

A: Primary Data Collection: Observation

Primary Data Collection: Experimentation and Test Markets

A: Primary Data Collection: Experimentation and Test Markets

The Concept of Measurement

A: The Concept of Measurement

Using Measurement Scales to Build Marketing Effectiveness

A: Using Measurement Scales to Build Marketing Effectiveness

Questionnaire Design

A: Questionnaire Design

Basic Sampling Issues

A: Basic Sampling Issues

Sample Size Determination

A: Sample Size Determination

Data Processing and Fundamental Data Analysis

Statistical Testing of Differences and Relationships

A: Statistical Testing of Differences and Relationships

Bivariate Correlation and Regression

A: Bivariate Correlation and Regression

Multivariate Data Analysis

A: Multivariate Data Analysis

Communicating the Research Results

A: Communicating the Research Results

Managing Marketing Research

A: Managing Marketing Research

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