Question 1

In calculating the standard deviation, if we didn't square the differences between the observations and the mean, then the standard deviation itself would be a negative number.

Accepted Answer

A) True 
 B)False

Question 2

Measures of variability are concerned with the degree to which respondents are typical

Accepted Answer

A) True 
 B)False

Question 3

Some tactics have been found to reduce the rate of refusal to participate in the survey. Which of the tactics listed below was NOT discussed in your textbook as such a tactic?

Accepted Answer

A)  offering to call back 
B)  identifying the research company 
C)  coercion 
D)  shortening the length of the interview 
E)  emphasizing that it is in fact research and not a sales ploy

Question 4

Which of the following best describes data entry?

Accepted Answer

A)  identification of codes that pertain to the possible responses for each question on the questionnaire 
B)  identification of all the variable names and code numbers associated with each possible response to each question making up the dataset 
C)  raw data arranged in columns representing answers to various questions and in rows representing each respondent or case 
D)  the creation of a computer file that holds the raw data taken from all of the completed questionnaires 
E)  a process of importing data from other stat packages that are Intel-compatible into XL Data Analyst

Question 5

Supervision and validation are ways the marketing research industry controls fieldworker errors.

Accepted Answer

A) True 
 B)False

Question 6

In the formula for calculating the standard deviation, the differences between each observation and the mean is squared. If we did not square these differences, the standard deviation would:

Accepted Answer

A)  be too small to be of any usefulness 
B)  close to zero 
C)  not be normally distributed 
D)  not be interpreted by z values 
E)  statistically insignificant

Question 7

One decision rule used in the research industry relating to how to define a "completed survey" is to define it as one in which all the:

Accepted Answer

A)  primary questions have been answered. 
B)  primary and secondary questions have been answered. 
C)  primary, secondary, and tertiary questions have been answered. 
D)  questions have been answered. 
E)  classification questions have been answered.

Question 8

The Six-Step Approach to Data Analysis the research objectives, data analysis, interpretation, and presentation of the findings are linked.

Accepted Answer

A) True 
 B)False

Question 9

"A total of 74% of the respondents used a credit card in the past month," can be described as a descriptive measure of central tendency for metric data.

Accepted Answer

A) True 
 B)False

Question 10

The average provides more information than the mode because it takes every member of a set of numbers into account.

Accepted Answer

A) True 
 B)False

Question 11

Plus or minus 2.58 standard deviations accounts for 99 percent of the area under the normal curve.

Accepted Answer

A) True 
 B)False

Question 12

The range of 1.00 standard deviation above, and 1.00 standard deviation below the midpoint includes 99% of the total area underneath that curve.

Accepted Answer

A) True 
 B)False

Question 13

Plus or minus 1 standard deviation accounts for 68 percent of the area under the normal curve.

Accepted Answer

A) True 
 B)False

Question 14

Plus or minus 1.96 standard deviations accounts for 95 percent of the area under the normal curve.

Accepted Answer

A) True 
 B)False

Question 15

What are the types of nonresponse errors?

Accepted Answer

A)  refusal, break-off, and hang-up 
B)  hang-up, refusal, and item omission 
C)  refusal, break-off, and item omission 
D)  hang-up, attention loss, and call back 
E)  hang-ups, attention loss, and misunderstanding

Question 16

A respondent reaches a certain point in the interview, and then decides not to answer any more questions. This is known as:

Accepted Answer

A)  quitting. 
B)  nonresponse. 
C)  item omission. 
D)  a break-off. 
E)  a failure to communicate.

Question 17

In the case of web-based surveys, the code book is vital as it is the researcher's only map to decipher the numbers found in the data file and to match them to the answers to the questions on the questionnaire.

Accepted Answer

A) True 
 B)False

Question 18

According to your textbook, what would the next step be as outlined by the Six-Step Approach to Data Analysis once the questionnaire question that is involved in the analysis is selected?

Accepted Answer

A)  Ask "what is the research objective?" 
B)  Ask "how do you interpret the findings?" 
C)  Ask "how do you write/present these findings?" 
D)  Ask "what is the appropriate analysis?" 
E)  Ask "how do you run it?"

Question 19

Nonsampling errors stem from either fieldworker errors or respondent errors.

Accepted Answer

A) True 
 B)False

Exam 10: Data Collection and Basic Descriptive Statistics

In calculating the standard deviation, if we didn't square the differences between the observations and the mean, then the standard deviation itself would be a negative number.

Measures of variability are concerned with the degree to which respondents are typical

Some tactics have been found to reduce the rate of refusal to participate in the survey. Which of the tactics listed below was NOT discussed in your textbook as such a tactic?

Which of the following best describes data entry?

Supervision and validation are ways the marketing research industry controls fieldworker errors.

In the formula for calculating the standard deviation, the differences between each observation and the mean is squared. If we did not square these differences, the standard deviation would:

One decision rule used in the research industry relating to how to define a "completed survey" is to define it as one in which all the:

The Six-Step Approach to Data Analysis the research objectives, data analysis, interpretation, and presentation of the findings are linked.

"A total of 74% of the respondents used a credit card in the past month," can be described as a descriptive measure of central tendency for metric data.

The average provides more information than the mode because it takes every member of a set of numbers into account.

Plus or minus 2.58 standard deviations accounts for 99 percent of the area under the normal curve.

The range of 1.00 standard deviation above, and 1.00 standard deviation below the midpoint includes 99% of the total area underneath that curve.

Plus or minus 1 standard deviation accounts for 68 percent of the area under the normal curve.

Plus or minus 1.96 standard deviations accounts for 95 percent of the area under the normal curve.

What are the types of nonresponse errors?

A respondent reaches a certain point in the interview, and then decides not to answer any more questions. This is known as:

In the case of web-based surveys, the code book is vital as it is the researcher's only map to decipher the numbers found in the data file and to match them to the answers to the questions on the questionnaire.

According to your textbook, what would the next step be as outlined by the Six-Step Approach to Data Analysis once the questionnaire question that is involved in the analysis is selected?

Nonsampling errors stem from either fieldworker errors or respondent errors.