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PMR Modules 7 & 8 > Module #7 - Quiz Questions > Flashcards

Module #7 - Quiz Questions Flashcards

1
Q

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

A

c) Sometimes assign one code, sometimes more, to a specific response

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2
Q

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.

A

c) Findings that do not meet the normal criteria for statistical significance may still be of managerial significance, with appropriate guidance

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3
Q

All extreme values in data result from errors and point to problems with the data.

a) TRUE
b) FALSE

A

b) FALSE

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4
Q

The square root of the variance is the:

a) Coefficient of variation
b) Variance
c) Standard deviation
d) Interquartile range
e) Range

A

c) Standard deviation

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5
Q

Cross-tabulation examines associations between variables, not causation.

a) True
b) False

A

a) True

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6
Q

Which of the following tests is a nonparametric test?

a) t test
b) Paired t test
c) z test
d) Chi-Square

A

d) Chi-Square

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7
Q

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

A

d) A cross-tabulation measures two or more variables simultaneously

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8
Q

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

A

c) A face-to-face survey conducted by your agency

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9
Q

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

a) Treat them the same as missing data

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10
Q

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

A

b) A mail/postal customer satisfaction survey

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11
Q

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

A

b) Casewise deletion

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12
Q

The difference between the 75th and 25th percentile is

a) Standard deviation
b) Coefficient of variation
c) Variance
d) Interquartile range
e) Range

A

d) Interquartile range

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13
Q

What measures the relative flatness or peakedness of a distribution?

a) Kurtosis
b) Median
c) Mean
d) Mode
e) Skewness

A

a) Kurtosis

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14
Q

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

a) Dummy variables

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15
Q

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

A

d) Heavy users

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16
Q

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

A

c) Substitute a neutral value

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17
Q

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

A

c) Pairwise deletion

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18
Q

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

A

c) n-1

Malhotra p. 473

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19
Q

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

a) One-tailed test

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20
Q

If a variable is measured on a nominal scale, the median should be used.

a) True
b) False

A

b) False

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21
Q

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.

A

b) There are no practical differences between t tests and z tests.

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22
Q

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

A

d) Determine the shape of the empirical distribution of the variable

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23
Q

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

A

c) Draw a marketing research conclusion

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24
Q

The chi-square statistic can be estimated on counts of data or on percentages.

a) True
b) False

A

b) False

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25
Q

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

A

d) Marketing research crosstabulation reports

26
Q

Which of the following is a symmetric bell-shaped distribution that is useful for small sample (n

A

a) t distribution

27
Q

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

A

c) n-1

28
Q

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

A

d) The results of the statistical analyses

29
Q

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

A

e) Microsoft PowerPoint

30
Q

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

A

c) The project report should mention any weighting

31
Q

A Type I error is also called a…

a) False negative
b) False positive

A

b) False positive

32
Q

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

A

d) Substitute an imputed response

33
Q

Mean, median, and mode are measures of variability.

a) True
b) False

A

b) False

34
Q

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

A

d) Measure of variability

35
Q

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

a) Before writing the questionnaire

36
Q

All organizations test statistical significance using criteria, e.g. 90% and 95%.

a) TRUE
b) FALSE

A

b) FALSE

37
Q

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

A

d) Univariate techniques

38
Q

In the data editing stage of data preparation, discarding unsatisfactory responses may introduce a source of bias.

a) TRUE
b) FALSE

A

a) TRUE

39
Q

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

A

c) Before questionnaire checking

40
Q

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

a) The translation of verbal responses into (alpha) numeric categories

41
Q

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

A

b) Standardizing

42
Q

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

A

b) Mean

43
Q

Population parameters tend to be represented by Greek letters and sample statistics tend to be represented by roman characters.

a) True
b) False

A

a) True

44
Q

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

A

e) Chi-Square

45
Q

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

A

c) Questionnaire checking

46
Q

Treatment of missing responses poses problems, particularly if the proportion of missing responses is more than 10 percent.

a) TRUE
b) FALSE

A

a) TRUE

47
Q

When weighting the responses, groups of people underrepresented in the sample receive lower weights, whereas overrepresented groups receive higher weights.

a) TRUE
b) FALSE

A

b) FALSE

48
Q

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

A

d) Frequencies

49
Q

When the data points are widely scattered, the variance is small.

a) True
b) False

A

b) False

50
Q

Which of the following is not a measure of central tendency/location?

a) Mode
b) Mean
c) Range
d) Median

A

c) Range

51
Q

If the null hypothesis is that two means are equal, we tend to use a…

a) One-tailed test
b) Two-tailed test

A

b) Two-tailed test

52
Q

The data analysis strategy are affected by the researcher’s background and philosophy.

a) TRUE
b) FALSE

A

a) TRUE

53
Q

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

A

d) Respondents who complete the survey too quickly

54
Q

The null hypothesis is always the hypothesis that is tested.

a) True
b) False

A

a) True

55
Q

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

a) Coding

56
Q

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

A

d) Skewness

57
Q

In a frequency distribution the valid percentage column represents percentages calculated by excluding the cases with missing values.

a) True
b) False

A

a) True

58
Q

The variance can never be negative.

a) True
b) False

A

a) True

59
Q

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

A

b) Not launching a product that is actually better than reported

60
Q

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

a) Type I error

PMR Modules 7 & 8 (3 decks)

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