Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

Which type of analysis cannot be computed with nominal data?

Accepted Answer

A) mean 
B) mode 
C) frequency 
D) percentage 
A) mean 
B) mode 
C) frequency 
D) percentage

Question 3

Which of the following does validation typically address?

Accepted Answer

A) validity of measures used 
B) measures of central tendency 
C) whether respondents were actually interviewed 
D) none of the above 
A) validity of measures used 
B) measures of central tendency 
C) whether respondents were actually interviewed 
D) none of the above

Question 4

Validation of data is an attempt to check the accuracy of the work done by _______

Accepted Answer

A) analysts 
B) project managers 
C) interviewers 
D) panel recruiters 
E) none of the above 
A) analysts 
B) project managers 
C) interviewers 
D) panel recruiters 
E) none of the above

Question 5

A common way of setting up cross-tabulation is to use columns to represent factors such as demographics and lifestyle characteristics,which are expected to be predictors of the state of mind,behavior,or intentions data,shown as rows of the table.

Accepted Answer

A) True 
 B)False

Question 6

Error checking routines and marginal reports are two ways of machine cleaning the data.

Accepted Answer

A) True 
 B)False

Question 7

Anything that can be shown in a line graph or pie chart also can be shown in a bar chart.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is not part of the coding process regarding open-ended questions?

Accepted Answer

A) list responses 
B) consolidate responses 
C) set codes 
D) enter codes 
E) All are part of the coding process. 
A) list responses 
B) consolidate responses 
C) set codes 
D) enter codes 
E) All are part of the coding process.

Question 9

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 10

Probing would typically done by ____________.

Accepted Answer

A) the client 
B) the respondent 
C) the interviewer 
D) none of the above 
A) the client 
B) the respondent 
C) the interviewer 
D) none of the above

Question 11

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 12

Illustrate a condition in which a "SKIP PATTERN" is needed.

Accepted Answer

Skip patterns are conditional

Question 13

Cross tabulations look at differences in mean values.

Accepted Answer

A) True 
 B)False

Question 14

The coding step pertains to only closed-ended responses on questionnaires.

Accepted Answer

A) True 
 B)False

Question 15

The median can be computed for all types of data except nominal data.

Accepted Answer

A) True 
 B)False

Exam 15: A: Data Processing and Fundamental Data Analysis

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

Which type of analysis cannot be computed with nominal data?

Which of the following does validation typically address?

Validation of data is an attempt to check the accuracy of the work done by _______

A common way of setting up cross-tabulation is to use columns to represent factors such as demographics and lifestyle characteristics,which are expected to be predictors of the state of mind,behavior,or intentions data,shown as rows of the table.

Error checking routines and marginal reports are two ways of machine cleaning the data.

Anything that can be shown in a line graph or pie chart also can be shown in a bar chart.

Which of the following is not part of the coding process regarding open-ended questions?

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

Probing would typically done by ____________.

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

Illustrate a condition in which a "SKIP PATTERN" is needed.

Cross tabulations look at differences in mean values.

The coding step pertains to only closed-ended responses on questionnaires.

The median can be computed for all types of data except nominal data.

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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