Dronten CAH - Chapter 15

Question 1

1) Which of the following is the term statisticians use to describe the degree to which data vary?

A) variance

B) variations

C) differentiation

D) data changes

E) delta

Question 2

3) Which of the following best describes data entry?

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 questionnaires deemed suitable for analysis

E) a process of importing data from other stat packages that are Intel-compatible into SCSS

Question 3

6) Which of the following contains a list of all the variables, their names, and codes associated with each possible response to each question?

A) data code book

B) data variables identification book

C) survey ID book

D) anonymous respondent data book

E) project master file

Question 4

7) Which of the following best describes a data matrix?

A) the creation of a computer file that holds the raw data taken from all of the questionnaires deemed suitable for analysis

B) identification of codes that pertain to the possible responses for each question on the questionnaire

C) identification of all the variable names and code numbers associated with each possible response to each question making up the dataset

D) coded raw data arranged in columns representing answers to various questions and in rows representing each respondent or case

E) data arranged such that variables are entered horizontally and each respondent's response is on the diagonal

Question 5

16) Assume a college professor wanted to know if the number of hours studied by her students was related to students' test scores. She would use:

A) descriptive analysis

B) interpolation

C) associative analysis

D) standard deviation analysis

E) population determination analysis

Question 6

37) When the scale type is nominal, the appropriate measure of central tendency is:

A) mode

B) median

C) mean

D) nominal mean

E) all of the above

Question 7

64) The mean provides more information than the mode or the median because it takes every member of a set of numbers into account.

TRUE

FALSE

Question 8

66) The marketing researcher must turn to measures of variability to gain a sense of the diversity of values.

TRUE

FALSE

Question 9

67) Frequency distributions, standard deviation, and the range are all measures of variability.

TRUE

FALSE

Question 10

3) A winery sees the market in three distinct segments based upon usage of wine; a dog food manufacturer sees the dog food market in 12 segments; Toyota offers 17 different models ranging from a two-seater sports car to the Avalon luxury car. These are al

A) Marketers can take advantage of differences between market segments, simply by a conceptual analysis of differences in the marketplace.

B) Marketers should search for all differences between each of their products or services.

C) Marketers could take better advantage of differences between market segments if they had a method of determining insignificant differences in the marketplace.

D) Marketers can take advantages of differences between market segments, and differences analysis can be used to discovery statistically significant, meaningful, and stable differences.

E) There are differences in the market, and by knowing statistical methods that focus on data summarization, marketers can take advantage of these differences.

Question 11

5) Which best represents the correct meaning of statistical significance?

A) The differences found in sample data may be found in other sample data.

B) The differences found in sample data may be assumed to exist in the remainder of the sample.

C) The differences found in the sample may be assumed to exist in the population.

D) The differences found in the population may be assumed to exist in the sample.

E) A significant difference means that managers will be able to use the difference in order to develop effective marketing strategies.

Question 12

6) One of the reasons that all statistically significant differences may not be meaningful is that, to a great extent, statistical significance is determined by:

A) competitors who are trying to sabotage research studies

B) only a few customers

C) statistical formulas that are unstable and unpredictable themselves

D) sample size

E) data mining software that is too new to be trustworthy

Question 13

7) A meaningful difference is one that the marketing manager:

A) can potentially use as a basis for marketing decisions

B) deems to be statistically significant

C) finds to be at a ratio of 2 to 1

D) finds to be stable over at least a week or so

E) may or may not be statistically significant

Question 14

9) To be useful to the marketing researcher or manager, differences must be:

A) meaningful

B) stable

C) actionable

D) statistically significant

E) All of the above are needed.

Question 15

13) P values are identified by what terms on computer output by statisticians?

A) propositional values and levels of confidence

B) levels of confidence and Pearson coefficients

C) waving flags

D) significance (Sig) and probability (Prob)

E) either .0001 or .0005

Question 16

37) There are different statistical tests for differences between means and differences between percentages.

TRUE

FALSE

Question 17

3) What are two ways of making a prediction?

A) guessing and using statistics

B) extrapolation and guessing

C) building a predictive model and guessing

D) extrapolation and building a predictive model

E) guessing and hypothesizing

Question 18

5) You might be using extrapolation as an approach for stating that:

A) since your professor's exam was easy today, the last one must have been easy too

B) you will have to study more for your exams

C) your professor's exam will have to be more difficult than the last two easy ones

D) since your professor's last two exams were easy, the next should be easy as well

E) your professor will not give another exam this semester

Question 19

6) A predictive model is defined as an approach to prediction that:

A) relates the conditions expected to be in place influencing the factor that is being predicted

B) observes a consistent pattern over time

C) identifies a pattern and projects it into the future

D) uses past experience to predict the future

E) uses current experience to explain the past

Question 20

2) Significant findings and recommendations from research are meaningless unless you can:

A) write them in a physically attractive final report

B) communicate them to your client

C) communicate them to your client in a way that your client knows what you have said

D) provide supporting documentation in your report's appendix

E) provide a detailed bibliography

Question 21

3) A factual message that transmits research results, vital recommendations, conclusions, and other information to the client, who in turn uses the information as a basis for decision making, is known as:

A) article summary

B) marketing research report

C) body report

D) advancement report

E) title fly page

Question 22

8) The written research report can be grouped into three sections, which are:

A) body, introduction, and ending

B) introduction, body, and end matter

C) executive summary, appendices, bibliography

D) front matter, body, and end matter

E) title fly, executive summary, body

Question 23

15) Which of the following would help the reader locate information in the research report?

A) letter of transmittal

B) executive summary

C) table of contents

D) introduction

E) the title fly

Question 24

18) Which of the following is NOT a figure?

A) graph

B) chart

C) map

D) picture

E) table

Question 25

23) Reporting of the details as to how the research was conducted is contained in the:

A) method section

B) conduct of research section

C) appendix

D) body

E) conclusions

Question 26

30) Which of the following best describes recommendations in a marketing research report?

A) suggestions for how to proceed based upon the conclusions

B) guidelines for how to proceed based upon the conclusions

C) suggestions for how to proceed based upon the limitations

D) guidelines for how to proceed based upon the limitations

E) guidelines for how to proceed based on the methodology

Question 27

31) If appropriate, materials such as data collection forms or actual computer printouts should be included in the:

A) printout section of the report

B) table of computer printouts

C) list of illustrations

D) appendix

E) list of forms

Question 28

38) Which of the following identify exact values?

A) tables

B) pictures

C) maps

D) graphs

E) pie charts


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Dronten CAH - Chapter 15

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