Module #7 - Quiz Questions Flashcards
When coding an open ended response the coder will:
a) Always assign just one code to that response
b) Always assign more than one code to that result
c) Sometimes assign one code, sometimes more, to a specific response
c) Sometimes assign one code, sometimes more, to a specific response
Which of the following statements is true?
a) Managerial and statistical significance are the same thing
b) Everything that is statistically significant is managerially significant
c) Findings that do not meet the normal criteria for statistical significance may still be of managerial significance, with appropriate guidance.
c) Findings that do not meet the normal criteria for statistical significance may still be of managerial significance, with appropriate guidance
All extreme values in data result from errors and point to problems with the data.
a) TRUE
b) FALSE
b) FALSE
The square root of the variance is the:
a) Coefficient of variation
b) Variance
c) Standard deviation
d) Interquartile range
e) Range
c) Standard deviation
Cross-tabulation examines associations between variables, not causation.
a) True
b) False
a) True
Which of the following tests is a nonparametric test?
a) t test
b) Paired t test
c) z test
d) Chi-Square
d) Chi-Square
What is a way in which a cross-tabulation differs from a frequency distribution?
a) A cross-tabulation provides counts
b) A cross-tabulation provides percentages
c) A cross-tabulation provides frequencies
d) A cross-tabulation measures two or more variables simultaneously
d) A cross-tabulation measures two or more variables simultaneously
Which of the following data collection methods is the most likely to require the researcher to read completed surveys as part of the questionnaire checking process?
a) A CATI survey conducted via a call center
b) An online survey conducted via a access panel
c) A face-to-face survey conducted by your agency
d) An multi-country/multi language face-to-face study conducted via multiple third-parties
e) A web survey conducted via pop-ups
c) A face-to-face survey conducted by your agency
When using interval scale data for statistical analysis, which of the following is the best treatment for people who answered “Don’t Know”?
a) Treat them the same as missing data
b) Code them as one less than the bottom of the scale
c) Code them as one higher than the top of the scale
d) Code them as 99
e) Code them as 100
a) Treat them the same as missing data
Which of the following studies is most likely to need transcribing as part of the data preparation process?
a) An online U&A survey
b) A mail/postal customer satisfaction survey
c) A CAPI ad test
d) A pop-up website visitor survey
e) A CATI brand tracking survey
b) A mail/postal customer satisfaction survey
Which option for the treatment of missing values involves cases, or respondents, with any missing responses being discarded from the analysis?
a) Returning to the field
b) Casewise deletion
c) Pairwise deletion
d) Substitute an imputed response
e) Substitute a neutral value
b) Casewise deletion
The difference between the 75th and 25th percentile is
a) Standard deviation
b) Coefficient of variation
c) Variance
d) Interquartile range
e) Range
d) Interquartile range
What measures the relative flatness or peakedness of a distribution?
a) Kurtosis
b) Median
c) Mean
d) Mode
e) Skewness
a) Kurtosis
When a categorical variable is re-coded as a series of variables, each containing a 0 or 1, the new variables are known as
a) Dummy variables
b) Likert scales
c) Verbatims
d) Dependent variables
e) Independent variables
a) Dummy variables
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 import?
a) Nonusers
b) Light users
c) Medium users
d) Heavy users
d) Heavy users
If the researcher uses the mean response for the missing value, he/she is using which option for the treatment of missing values?
a) Pairwise deletion
b) Casewise deletion
c) Substitute a neutral value
d) Substitute an imputed response
e) Transcribing
c) Substitute a neutral value
Which option for the treatment of missing values involves the researcher using only cases or respondents with complete responses for each calculation?
a) Returning to the field
b) Casewise deletion
c) Pairwise deletion
d) Substitute an imputed response
e) Substitute a neutral value
c) Pairwise deletion
The degrees of freedom for the t statistic to test hypotheses about one mean are…
a) n+1
b) n
c) n-1
d) n1+n2
e) n1+n2 - 2
c) n-1
Malhotra p. 473
If the null hypothesis is that a mean is greater than a specific value, we tend to use a…
a) One-tailed test
b) Two-tailed test
a) One-tailed test
If a variable is measured on a nominal scale, the median should be used.
a) True
b) False
b) False
When analyzing sample sizes of 30 or more…
a) The t test is more appropriate.
b) There are no practical differences between t tests and z tests.
c) The z test must be used.
b) There are no practical differences between t tests and z tests.
A frequency distribution helps…
a) Determine how close a sample comes to the null hypothesis
b) Us to understand how one variable, X, relates to another variable, Y
c) Determine if a systematic association exists between two variables
d) Determine the shape of the empirical distribution of the variable
d) Determine the shape of the empirical distribution of the variable
The last step involved in hypothesis testing is…
a) Compare the probability with level of significance alpha (_)
b) Reject or do not reject the null hypothesis
c) Draw a marketing research conclusion
d) Determine the probability associated with the test statistic under the null hypothesis
e) Compare the one-tail and two-tail results
c) Draw a marketing research conclusion
The chi-square statistic can be estimated on counts of data or on percentages.
a) True
b) False
b) False
The most common way for marketing researchers to review their data is
a) Contingency tables
b) Perceptual maps
c) PowerPoint slides
d) Marketing research crosstabulation reports
e) Raw questionnaires
d) Marketing research crosstabulation reports
Which of the following is a symmetric bell-shaped distribution that is useful for small sample (n
a) t distribution
The degrees of freedom for the t statistic to test hypotheses about paired samples are
a) n+1
b) n
c) n-1
d) n1+n2
e) n1+n2 - 2
c) n-1
Which of the following is NOT a factor that affects the initial design of the data analysis strategy?
a) Known characteristics of the data
b) Feedback from the data collection process
c) The research objectives
d) The results of the statistical analyses
e) The assumptions the researcher makes about the properties of the data
d) The results of the statistical analyses
Researchers analyze data with various software programs in different situations. Which of the following is NOT a program commonly used for data analysis?
a) Microsoft Excel
b) Marketing Research Cross-tabulation software
c) SPSS
d) SAS
e) Microsoft PowerPoint
e) Microsoft PowerPoint
If the sample has been weighted, which of the following is the best practice?
a) There is no need to mention the weighting in the project report
b) It is optional whether the weighting is reported
c) The project report should mention any weighting
c) The project report should mention any weighting
A Type I error is also called a…
a) False negative
b) False positive
b) False positive
Which option for the treatment of missing values involves the researcher using the respondents’ pattern of responses to calculate a suitable response to the missing questions?
a) Returning to the field
b) Casewise deletion
c) Pairwise deletion
d) Substitute an imputed response
e) Substitute a neutral value
d) Substitute an imputed response
Mean, median, and mode are measures of variability.
a) True
b) False
b) False
A statistic that indicates the distribution’s dispersion is a…
a) Measure of occasion
b) Measure of shape
c) Measure of location
d) Measure of variability
e) Measure of response rate
d) Measure of variability
At what stage should the marketing researcher develop the hypotheses that will be tested?
a) Before writing the questionnaire
b) Immediately before the collection of data
c) During data collection
d) Once all the data are collected
e) One the data are cleaned, edited, and prepared
a) Before writing the questionnaire
All organizations test statistical significance using criteria, e.g. 90% and 95%.
a) TRUE
b) FALSE
b) FALSE
Which type of techniques are appropriate when there is a single measurement of each element in the sample?
a) Interdependence techniques
b) Dependence techniques
c) Multivariate techniques
d) Univariate techniques
e) Bivariate techniques
d) Univariate techniques
In the data editing stage of data preparation, discarding unsatisfactory responses may introduce a source of bias.
a) TRUE
b) FALSE
a) TRUE
At what stage should the plan of data analysis be prepared?
a) Before the questionnaire is written
b) Before the start of fieldwork
c) Before questionnaire checking
d) Before editing the data
e) Before statistically adjusting the data
c) Before questionnaire checking
Coding involves
a) The translation of verbal responses into (alpha) numeric categories
b) Translating verbatims from one language to another
c) The creation of individual data records for each respondent
d) The determination of what fields to include in the data records
e) Dealing with missing values
a) The translation of verbal responses into (alpha) numeric categories
Transforming a set of variables so that each of them has the same mean and the same standard deviation is known as
a) Sublimating
b) Standardizing
c) Segmenting
d) Separating
e) Satisfying
b) Standardizing
Which of these two measures of central tendency is the more sensitive to extremely small or larges values (i.e. outliers)?
a) Median
b) Mean
c) Both equally
b) Mean
Population parameters tend to be represented by Greek letters and sample statistics tend to be represented by roman characters.
a) True
b) False
a) True
When examining a cross-tabulation of categorical data, which of the following tests for statistical significance should a researcher use?
a) t test
b) Paired t test
c) z test
d) Mann-Whitney U test
e) Chi-Square
e) Chi-Square
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.
a) Coding
b) Data cleaning
c) Questionnaire checking
d) Editing
e) Assignment of missing values
c) Questionnaire checking
Treatment of missing responses poses problems, particularly if the proportion of missing responses is more than 10 percent.
a) TRUE
b) FALSE
a) TRUE
When weighting the responses, groups of people underrepresented in the sample receive lower weights, whereas overrepresented groups receive higher weights.
a) TRUE
b) FALSE
b) FALSE
When working with SPSS, the function to produce a table of counts, percents, valid, and cumulative percents is:
a) Bivariate Correlations
b) Select Cases
c) Compute Variable
d) Frequencies
e) Crosstabs
d) Frequencies
When the data points are widely scattered, the variance is small.
a) True
b) False
b) False
Which of the following is not a measure of central tendency/location?
a) Mode
b) Mean
c) Range
d) Median
c) Range
If the null hypothesis is that two means are equal, we tend to use a…
a) One-tailed test
b) Two-tailed test
b) Two-tailed test
The data analysis strategy are affected by the researcher’s background and philosophy.
a) TRUE
b) FALSE
a) TRUE
Which of the following is most likely to need checking when dealing with data collected online?
a) Illegible responses
b) More than one code selected on a single response question
c) Questionnaires being damaged by water
d) Respondents who complete the survey too quickly
e) Out of range response
d) Respondents who complete the survey too quickly
The null hypothesis is always the hypothesis that is tested.
a) True
b) False
a) True
Which step is the assignment of a code to represent a specific response to a specific question along with the data record and column position that code will occupy?
a) Coding
b) Data cleaning
c) Questionnaire checking
d) Editing
e) Assignment of missing values
a) Coding
The tendency of the deviations from the mean to be larger in one direction than in the other is called…
a) Kurtosis
b) Type I error
c) Type II error
d) Skewness
e) Likert scale
d) Skewness
In a frequency distribution the valid percentage column represents percentages calculated by excluding the cases with missing values.
a) True
b) False
a) True
The variance can never be negative.
a) True
b) False
a) True
Which of the following actions is a Type II error more likely to cause?
a) Launch a product that is not as good as expected
b) Not launching a product that is actually better than reported
b) Not launching a product that is actually better than reported
When we reject a null hypothesis that is actually true, we have:
a) Type I error
b) Type II error
c) One-tailed error
d) Two-tailed error
a) Type I error
