Question 1

Statistical techniques can be classified as univariate or multivariate.

Accepted Answer

A) True 
 B)False

Question 2

Data cleaning includes consistency checks and treatment of missing responses.The checks at this stage are less extensive than the checks made during editing.

Accepted Answer

A) True 
 B)False

Question 3

Missing responses represent values of a variable that are unknown,either because respondents provided ambiguous answers or their answers were not properly recorded.

Accepted Answer

A) True 
 B)False

Question 4

When using univariate techniques,the number of samples is determined based on how the data are treated for the purpose of analysis,not based on how the data were collected.

Accepted Answer

A) True 
 B)False

Question 5

Scanning of questionnaires has allowed Princess Cruises to increase the accuracy of their survey results.

Accepted Answer

A) True 
 B)False

Question 6

If in conducting a study to determine what modifications should be made on an existing product the researcher assigns weights of 4.0 to heavy users,3.0 to medium users,2.0 to light users,and 1.0 to nonusers.Which group's opinion has greater importance?

Accepted Answer

A)  heavy users 
B)  light users 
C)  medium users 
D)  nonusers 
A)  heavy users 
B)  light users 
C)  medium users 
D)  nonusers

Question 7

________ are appropriate when one or more variables can be identified as dependent variables and the remaining are independent variables.

Accepted Answer

A)  Univariate techniques 
B)  Multivariate techniques 
C)  Dependence techniques 
D)  Interdependence techniques 
A)  Univariate techniques 
B)  Multivariate techniques 
C)  Dependence techniques 
D)  Interdependence techniques

Question 8

Metric data are measured on a nominal or ordinal scale.

Accepted Answer

A) True 
 B)False

Question 9

Consider the example of a respondent who indicates an extremely favorable attitude toward spectator sports on all of the positively worded statements in a survey and an extremely negative attitude on statements that were reversed.Decisions whether such respondents should be discarded,that is,not included in the analysis,can raise ethical concerns.A good rule of thumb is to make such decisions during the data-preparation phase before conducting the analysis.

Accepted Answer

A) True 
 B)False

Question 10

Which statement is true concerning ethical issues concerned with data preparation?

Accepted Answer

A)  Any departure from the assumptions underlying the statistical techniques used to analyze the data raises ethical concerns. 
B)  Discarding respondents after analyzing the data raises ethical concerns. 
C)  Researchers should try to get some idea about the quality of the data. 
D)  All of the above statements are true. 
A)  Any departure from the assumptions underlying the statistical techniques used to analyze the data raises ethical concerns. 
B)  Discarding respondents after analyzing the data raises ethical concerns. 
C)  Researchers should try to get some idea about the quality of the data. 
D)  All of the above statements are true.

Question 11

Ethical issues that arise during the data preparation and analysis step of marketing research process pertain mainly to the researcher.

Accepted Answer

A) True 
 B)False

Question 12

The objective of Pancultural analysis is to assess the comparability of findings from one country to another.

Accepted Answer

A) True 
 B)False

Question 13

You would use scale transformation under which circumstance?

Accepted Answer

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

Question 14

Give a brief overview of the data-preparation process.

Accepted Answer

The data-preparation process is shown in

Question 15

________ requires that the data from each respondent be analyzed separately.

Accepted Answer

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

Question 16

Computer packages like SPSS,SAS,EXCEL,and MINITAB can be programmed to identify out-of-range values for each variable and print related code information to make it easy to check each variable systematically for out-of-range values.

Accepted Answer

A) True 
 B)False

Question 17

In ________,also known as across-countries analysis,the data of all the respondents can be pooled and analyzed.

Accepted Answer

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

Question 18

Standardized zi scores can be obtained as:zi=(X-$\bar { x } ,$ )\s

Accepted Answer

A) True 
 B)False

Question 19

At the editing stage,the researcher makes a preliminary check for consistency.

Accepted Answer

A) True 
 B)False

Question 20

________ is within-country analysis of international data.

Accepted Answer

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

Exam 14: Data Preparation

Statistical techniques can be classified as univariate or multivariate.

Data cleaning includes consistency checks and treatment of missing responses.The checks at this stage are less extensive than the checks made during editing.

Missing responses represent values of a variable that are unknown,either because respondents provided ambiguous answers or their answers were not properly recorded.

When using univariate techniques,the number of samples is determined based on how the data are treated for the purpose of analysis,not based on how the data were collected.

Scanning of questionnaires has allowed Princess Cruises to increase the accuracy of their survey results.

If in conducting a study to determine what modifications should be made on an existing product the researcher assigns weights of 4.0 to heavy users,3.0 to medium users,2.0 to light users,and 1.0 to nonusers.Which group's opinion has greater importance?

________ are appropriate when one or more variables can be identified as dependent variables and the remaining are independent variables.

Metric data are measured on a nominal or ordinal scale.

Which statement is true concerning ethical issues concerned with data preparation?

Ethical issues that arise during the data preparation and analysis step of marketing research process pertain mainly to the researcher.

The objective of Pancultural analysis is to assess the comparability of findings from one country to another.

You would use scale transformation under which circumstance?

Give a brief overview of the data-preparation process.

________ requires that the data from each respondent be analyzed separately.

Computer packages like SPSS,SAS,EXCEL,and MINITAB can be programmed to identify out-of-range values for each variable and print related code information to make it easy to check each variable systematically for out-of-range values.

In ________,also known as across-countries analysis,the data of all the respondents can be pooled and analyzed.

Standardized zi scores can be obtained as:zi=(X- xˉ,\bar { x } ,xˉ, )\s

At the editing stage,the researcher makes a preliminary check for consistency.

________ is within-country analysis of international data.

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

Filters

Standardized z_i scores can be obtained as:z_i=(X- $\bar { x } ,$ )\s