Question 1

Checking to ensure that skip patterns were followed occurs during the data editing stage.

Accepted Answer

A) True 
 B)False

Question 2

Using the data below compare and contrast male and female soft drink consumption.You will need to compute the proper measure of central tendency and dispersion to support your answer.
Gender Weekly Consumption (12 oz.Cans)
Male 5
Female 2
Female 3
Male 8
Female 4
Male 9
Male 7
Female 3
Female 2
Female 1
Male 7
Male 4

Accepted Answer

Average male consumption = 6.67 cans per

Question 3

Means can be calculated using nominal,ordinal,or interval data.

Accepted Answer

A) True 
 B)False

Question 4

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 5

____________ is the process of ascertaining that questionnaires were filled out properly and completely.

Accepted Answer

A) Editing 
B) Revision 
C) Review 
D) None of the above 
A) Editing 
B) Revision 
C) Review 
D) None of the above

Question 6

A variable with a large standard deviation would have a large variance as well.

Accepted Answer

A) True 
 B)False

Question 7

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 8

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

Accepted Answer

Consolidated Response Categori

Question 9

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.

Accepted Answer

A) True 
 B)False

Question 10

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 11

The process of converting information into a form that can be read by a computer is known as _______.

Accepted Answer

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

Question 12

Logical or machine cleaning of data is done with the assistance of computer programs.

Accepted Answer

A) True 
 B)False

Question 13

Pie charts are useful for depicting changes over time.

Accepted Answer

A) True 
 B)False

Question 14

Stacked bar charts are not helpful in graphically representing cross-tabulation results.

Accepted Answer

A) True 
 B)False

Question 15

Given the following crosstabulation 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)

Question 16

The first step in the data analysis process is coding.

Accepted Answer

A) True 
 B)False

Question 17

_____________ is a form of data entry in which responses on questionnaires are read in automatically by the data entry device.

Accepted Answer

A) Automatic Entry 
B) Automatic Delivery 
C) Scanning Technology 
D) None of the above 
A) Automatic Entry 
B) Automatic Delivery 
C) Scanning Technology 
D) None of the above

Question 18

This measure of central tendency can be computed only from interval or ratio data.

Accepted Answer

A) mode 
B) median 
C) mean 
D) All of the above must be computed from interval or ratio data. 
E) None of the above can be computed from interval or ratio data. 
A) mode 
B) median 
C) mean 
D) All of the above must be computed from interval or ratio data. 
E) None of the above can be computed from interval or ratio data.

Question 19

If we conclude that the average weekly amount of soft drink consumption by males and females is about the same,but that the standard deviation among males is greater than that for females,what would this mean?

Accepted Answer

A) Males and females pretty much agree as to how many soft drinks they consume per week. 
B) Males consume more soft drinks per week than females. 
C) Even though males and females consume,on average,about the same number of soft drinks,there is more diversity of consumption among males. 
D) none of the above 
A) Males and females pretty much agree as to how many soft drinks they consume per week. 
B) Males consume more soft drinks per week than females. 
C) Even though males and females consume,on average,about the same number of soft drinks,there is more diversity of consumption among males. 
D) none of the above

Question 20

The mode is always equal to the mean.

Accepted Answer

A) True 
 B)False

Exam 15: A: Data Processing and Fundamental Data Analysis

Checking to ensure that skip patterns were followed occurs during the data editing stage.

Means can be calculated using nominal,ordinal,or interval data.

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

____________ is the process of ascertaining that questionnaires were filled out properly and completely.

A variable with a large standard deviation would have a large variance as well.

The last step in the data analysis procedure is:

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.

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

The process of converting information into a form that can be read by a computer is known as _______.

Logical or machine cleaning of data is done with the assistance of computer programs.

Pie charts are useful for depicting changes over time.

Stacked bar charts are not helpful in graphically representing cross-tabulation results.

The first step in the data analysis process is coding.

_____________ is a form of data entry in which responses on questionnaires are read in automatically by the data entry device.

This measure of central tendency can be computed only from interval or ratio data.

If we conclude that the average weekly amount of soft drink consumption by males and females is about the same,but that the standard deviation among males is greater than that for females,what would this mean?

The mode is always equal to the mean.

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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