MAR 6646 Final Exam Flashcards
Which of the following is not part of the research objective recipe?
Format
Research Audience
Construct and operational definition
Research budget
True or false: Typically qualitative data can be used for statistical analysis and reporting
False
True or False: A published industry report is an example of primary research data
False
Which of the following is true regarding confirmatory research?
It is often used later in the decision-making stage
It typically employs quantitative data collection
Both are true
Neither are true
Which of the following questionnaire “Don’ts” is illustrated (instacart image)
Leading
Loading
Double-barreled
Non-respondent vocabulary
Using the instacart illustration, what type of measurement scale is used?
Stapel
Likert
Semantic-differential
Categorical
True or False: Usually, demographic questions should come at the end of the survey
True
What type of measurement scale is
-3 -2 -1 0 1 2 3
Stapel scale
What type of response format is this?
19-24
25-34
35-44
45-54
55-65
65+
Categorical
What type of measurement scale is
interesting 1 2 3 4 5 6 7 uninteresting
Semantic differential scale
What type of response format is
$________________________.00
Metric
Which of the following is the least rigorous, and thus the least preferred type of marketing experiment?
Post-test
If a researcher wants to test two different subject lines for an email campaign, which experiment would s/he run?
A/B Test
After running an A/B Test of two different subject lines for an email campaign, which difference test will the researcher use to compare the results?
Independent samples t-test
Name the correct experiment for if you wanted to test the interest in a new bar idea by showing respondents drawings of the bar and menus
Concept test
What are the main components of a sample plan?
Sample size
Sample characteristics (type of ppl)
Sampling method
All of the above
What is the difference between probabilistic and non-probabilistic sampling?
Randomization
Which of the following is/are methods for estimating variances when calculating sample sizes?
Use prior data
Assume pxq= 50x50
conduct a pilot study
All of the above
Which of the following refers to the most common response for research data.
Central tendency
What is the main measure of central tendency for metric data?
Mean
Bar graph with three choices at 5% 30% and 65% Find the central tendency for the survey data below.
65%
Bar graph with three choices at 5% 30% and 65% How would you describe the variability of this data?
Narrow
True or False: If the variability is narrow, the central tendency is likely to be an accurate reflection of the data
True
Which of the following are measures of variability for metric data?
Range
Standard deviation
What percentage of the data falls between two standard deviations from the mean?
95%
What is/are the most common type(s) of response errors
Item omission
Break off
non-response
All of the above
- answered
2. - answered
4. - answered
- answered
What type of response error is this?
item omission
- answered
- answered
- answered
- answered
What type of response error is this?
Break off
True or False: Use chi-square with cross-tabs to examine relationships between two (or more) categorical variables.
True
When you want to predict the relationship between two or more variables, which analysis should you use?
Regression
(# of cups of coffee per day & happiness score) r=0.62
True or false: there is a relationship between number of cups of coffee per day and happiness
True
(Having a dog & happiness score) r=0.37
True or false: having a dog is a good predictor of happiness
False
(Having a dog & happiness score) r=0.37
True or false: this is a multi-variant regression
False
(Having a dog & happiness score) r=0.375
Find the percentage of the variance that is explained by the model
.375
(Having a dog & happiness score) r=0.375 Multiple R=0.612
Find the correlation between dependent and independent variables.
0.612
