Question 1

Square root and log transformations are seldom used in the respecification of variables.

Accepted Answer

A) True 
 B)False  False

Question 2

Dummy variables are used to respecify categorical variables.

Accepted Answer

A) True 
 B)False  True

Question 3

The purpose of respecification is to create variables that are consistent with the objectives of the study.

Accepted Answer

A) True 
 B)False  True

Question 4

Discuss the procedures for coding unstructured or open-ended questions.

Accepted Answer

Respondents' verbatim responses are reco

Question 5

Which statement is not true about standardization?

Accepted Answer

A)  Standardization is the process of correcting data to reduce them to the same scale by subtracting the sample mean and dividing by the standard deviation. 
B)  Standardization is the process of correcting data to reduce them to the same scale by subtracting the sample mean and dividing by the standard error. 
C)  The standardized scale will have a mean of zero and a standard deviation of 1. 
D)  Standardization allows the researcher to compare variables that have been measured using different types of scales. 
A)  Standardization is the process of correcting data to reduce them to the same scale by subtracting the sample mean and dividing by the standard deviation. 
B)  Standardization is the process of correcting data to reduce them to the same scale by subtracting the sample mean and dividing by the standard error. 
C)  The standardized scale will have a mean of zero and a standard deviation of 1. 
D)  Standardization allows the researcher to compare variables that have been measured using different types of scales.

Question 6

If you discover that a respondent has consistently checked the same response on a series of scales or that skip patterns were not followed on a questionnaire,more than likely you are participating in the ________ step of the data-preparation process.

Accepted Answer

A)  editing 
B)  data cleaning 
C)  coding 
D)  questionnaire checking 
A)  editing 
B)  data cleaning 
C)  coding 
D)  questionnaire checking

Question 7

Discuss how the researcher should go about selecting a data analysis strategy (Figure 14.5 in the text).

Accepted Answer

The selection of a data analysis strateg

Question 8

Nonmetric data are measured on an interval or ratio scale.

Accepted Answer

A) True 
 B)False

Question 9

In interdependence techniques,the variables are classified as dependent or independent.

Accepted Answer

A) True 
 B)False

Question 10

The general guidelines for coding unstructured questions and questionnaires include all of the following except ________.

Accepted Answer

A)  category codes should be assigned for critical issues even if no one has mentioned them 
B)  answers should be abbreviated as much as possible 
C)  data should be coded to retain as much detail as possible 
D)  category codes should be mutually exclusive and collectively exhaustive 
A)  category codes should be assigned for critical issues even if no one has mentioned them 
B)  answers should be abbreviated as much as possible 
C)  data should be coded to retain as much detail as possible 
D)  category codes should be mutually exclusive and collectively exhaustive

Question 11

Given the time and cost constraints,as well as the fact that experienced keypunch operators are quite accurate,it is sufficient to verify only 15-25 percent of the data entered by keypunching.

Accepted Answer

A) True 
 B)False

Question 12

During a preliminary check for consistency,you found a respondent had reported an annual income of less than $20,000,yet indicated frequent shopping at prestigious department stores such as Saks Fifth Avenue and Neiman Marcus.You are at the ________ step of the data-preparation process.

Accepted Answer

A)  coding 
B)  editing 
C)  data cleaning 
D)  questionnaire checking 
A)  coding 
B)  editing 
C)  data cleaning 
D)  questionnaire checking

Question 13

You would use weighting under which circumstance?

Accepted Answer

A)  to compare attitudinal scores measured on a seven-point semantic differential scale with lifestyle or image scores measured on a five-point Likert scale 
B)  to create new variables that are composites of several other variables 
C)  to adjust the sample so that greater importance is attached to respondents with certain characteristics 
D)  none of the above 
A)  to compare attitudinal scores measured on a seven-point semantic differential scale with lifestyle or image scores measured on a five-point Likert scale 
B)  to create new variables that are composites of several other variables 
C)  to adjust the sample so that greater importance is attached to respondents with certain characteristics 
D)  none of the above

Question 14

The initial step in questionnaire checking involves a check of all questionnaires for completeness and interviewing quality.

Accepted Answer

A) True 
 B)False

Question 15

________ involves direct machine reading of the codes and simultaneous transcription.

Accepted Answer

A)  Optical scanning 
B)  Mark sense forms 
C)  Computerized sensory systems 
D)  CATI or CAPI 
A)  Optical scanning 
B)  Mark sense forms 
C)  Computerized sensory systems 
D)  CATI or CAPI

Question 16

The following codes should be included for each respondent: project code,interviewer code,date and time codes,category codes,and validation code.

Accepted Answer

A) True 
 B)False

Question 17

In ________,also known as across-countries analysis,the data can be aggregated for each country and these aggregate statistics analyzed.

Accepted Answer

A)  Individual-level analysis 
B)  Cross-cultural analysis 
C)  Pancultural analysis 
D)  Intracultural analysis 
A)  Individual-level analysis 
B)  Cross-cultural analysis 
C)  Pancultural analysis 
D)  Intracultural analysis

Question 18

Univariate techniques can be classified based on ________.

Accepted Answer

A)  whether one,or two or more samples are involved 
B)  whether the data are metric or nonmetric 
C)  whether interdependence techniques or dependence techniques are to be used 
D)  A and B are correct 
A)  whether one,or two or more samples are involved 
B)  whether the data are metric or nonmetric 
C)  whether interdependence techniques or dependence techniques are to be used 
D)  A and B are correct

Question 19

Which is not a part of the process of selecting a data analysis strategy?

Accepted Answer

A)  background and philosophy of the researcher 
B)  known characteristics of the data 
C)  properties of statistical techniques 
D)  classification of statistical techniques 
A)  background and philosophy of the researcher 
B)  known characteristics of the data 
C)  properties of statistical techniques 
D)  classification of statistical techniques

Question 20

How would you represent consumer preferences for frozen foods as dummy variables if the respondents were classified as heavy,medium,light,nonusers?

Accepted Answer

@#IMG-DLM& Note that X₁ = 1 for nonusers and 0 for

Exam 14: Data Preparation

Square root and log transformations are seldom used in the respecification of variables.

Dummy variables are used to respecify categorical variables.

The purpose of respecification is to create variables that are consistent with the objectives of the study.

Discuss the procedures for coding unstructured or open-ended questions.

Which statement is not true about standardization?

If you discover that a respondent has consistently checked the same response on a series of scales or that skip patterns were not followed on a questionnaire,more than likely you are participating in the ________ step of the data-preparation process.

Discuss how the researcher should go about selecting a data analysis strategy (Figure 14.5 in the text).

Nonmetric data are measured on an interval or ratio scale.

In interdependence techniques,the variables are classified as dependent or independent.

The general guidelines for coding unstructured questions and questionnaires include all of the following except ________.

Given the time and cost constraints,as well as the fact that experienced keypunch operators are quite accurate,it is sufficient to verify only 15-25 percent of the data entered by keypunching.

During a preliminary check for consistency,you found a respondent had reported an annual income of less than $20,000,yet indicated frequent shopping at prestigious department stores such as Saks Fifth Avenue and Neiman Marcus.You are at the ________ step of the data-preparation process.

You would use weighting under which circumstance?

The initial step in questionnaire checking involves a check of all questionnaires for completeness and interviewing quality.

________ involves direct machine reading of the codes and simultaneous transcription.

The following codes should be included for each respondent: project code,interviewer code,date and time codes,category codes,and validation code.

In ________,also known as across-countries analysis,the data can be aggregated for each country and these aggregate statistics analyzed.

Univariate techniques can be classified based on ________.

Which is not a part of the process of selecting a data analysis strategy?

How would you represent consumer preferences for frozen foods as dummy variables if the respondents were classified as heavy,medium,light,nonusers?

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Casual Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Non Comparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Frequency Distribution, cross-Tabulation, and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

International Marketing Research

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