Marketing Research (MBA) - Final Exam

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1 Marketing Research (MBA) - Final Exam Student: 1. Bad question/setups are any questions or directives that the fundamental communications from respondent to researcher. A.Distort B.Enlighten C.Allow D.Clarify 2. Which one of the following is an example of a bad question or response format? A.Loaded items B.Unanswerable items C.Leading items D.Double-barreled questions 3. Which one of the following is an example of a leading question? A."What was your parent's annual after-tax income three years ago?" B."This country is built on the ideals of personal freedom and liberty. Should the government raise taxes on cigarettes to discourage them from smoking?" C."Do you drink Coke with breakfast, lunch, and dinner?" D.All of the above 4. On a survey, a student comes across a question that asks, "To what extent did you find marketing and accounting courses useful?" This question is (most closely) an example of a/an: A.Incomprehensible question B.Unanswerable question C.Leading question D.Loaded question E.Double-barreled question 1

2 5. All of the following are guidelines for writing good questions for a survey, EXCEPT: A.Questions should avoid qualifying phrases B.Question response categories should be overlapping C.Questions and scale items should be meaningful to the respondent D.Questions should be simple and straightforward E.Questions should avoid technical or sophisticated words 6. After observing a family eating dessert after their meals, an ethnographer records their behavior in her journal. She then asks the head of the family to read her description to verify that the story she was telling was accurate. In doing this, the ethnographer is involved in: A.Member checking B.Thick description C.Data categorization D.Memo check back E.Respondent courtesy check 7. A researcher is in the process of reading transcripts from a field study and developing categories to put different responses in. When similar responses are encountered, they are coded similarly. The process this researcher is engaged in is called: A.Data reduction B.Data assimilation C.Data display D.Data verification E.Data congruence 8. Abstraction refers to the process of: A.Asking key informants to read the researcher's report and verify that the story they are telling is accurate B.Placing portions of transcripts into similar groups based on their content C.Collapsing some categories or themes into a higher order construct D.Developing and refining theory and constructs by analyzing the differences and similarities in passages, themes, or types of participants E.Preparing an abstract (executive summary) of a qualitative data analysis report 2

3 9. Which of the following processes most clearly establishes the boundary conditions for the theory that is being developed? A.Negative case analysis B.Memoing C.Thick description D.Tabulation 10. If a researcher is interested in developing some initial insights into the relationship between themes, she should look at: A.The number of times each theme is mentioned by respondents B.The co-occurrence of themes in the study C.The number of times there are negative cases of one or both the themes D.The number of times there are lone wolf comments about the themes 11. Emic validity can be established using: A.Comparison B.Axial coding C.Triangulation D.Member checking E.Selective coding 12. A researcher collects data using ethnographic studies. In order to confirm his findings, he collects data through in-depth interviews. In doing so, the researcher is doing: A.Cross-tabulation B.Credibility assessment C.Triangulation D.Cross-validity assessment 3

4 13. Data validation: A.Is the process to determine, to the extent possible, if surveys, interviews, or observations were conducted correctly and free of interviewer fraud B.Is a term used in the marketing research industry to imply cheating or falsification of data collection C.Is the process where the interviewer/survey instruments are checked for mistakes that may have occurred by either the interviewer or the respondent during data collection D.Involves grouping and assigning value to various responses from the survey instrument E.Are those tasks involved with the direct input of the coded data into some specified software package that will ultimately allow the research analyst to manipulate and transform the raw data into useful information 14. If a researcher asks if a friend completed the questionnaire rather than a chosen participant, he or she is dealing with a question of: A.Fraud B.Screening C.Procedure D.Completeness E.Courtesy 15. If a researcher asks if a respondent only answered a few of the questions from the interview, the researcher is dealing with a question of: A.Fraud B.Editing C.Instrumentation D.Completeness E.Courtesy 16. A researcher decides to assign a value of 1 if the respondent is male and a value of 2 if the respondent is a female. By assigning numbers to different genders, the researcher is engaged in the process of: A.Data coding B.Data editing C.Data validation D.Data parsing E.Data sifting 4

5 17. Open-ended questions: A.Allow for an exact list of potential responses to prepare B.Lack variability in responses C.Provide unique problems to the coding process D.Produce little information of value 18. John is in the process of assigning codes for a question that has two responses- Yes or No. What is the suggested numerical code for "Yes"? A.0 B.1 C.2 D.100 E Which of the following methods eliminates the need for data entry? A.Touch-screen terminals B.Light pens C.Optical scanning D.Online surveys 20. Which of the following measures is an indicator of how similar or dissimilar the numbers are in the set of responses? A.Cross-tabulations B.Mean C.Median D.Mode E.Standard deviation 21. The mean, median, and mode are all: A.Inferential statistics B.Predictive statistics C.Descriptive statistics D.Multivariate statistics 5

6 22. Independent samples are: A.Two or more groups of responses that are tested as though they may come from different populations B.Two or more groups of responses that originated from the sample population C.Used when the sample size is larger than 30 and the standard deviation is unknown D.The errors made by rejecting the null hypothesis when it is true 23. Related samples are: A.Two or more groups of responses that are tested as though they may come from different populations B.Two or more groups of responses that originated from the same sample population C.The researcher's preconceived notion of the relationships the data should present D.The errors made by rejecting the null hypothesis when it is true 24. If a group of salespeople is tested on their product knowledge both before and after a training program, these salespeople would represent: A.Independent groups B.Related groups C.Bimodal groups D.Unigroups 25. ANOVA is: A.A statistical technique that determines if three or more means are statistically different form each other B.The ratio of within-group mean squared variance to between-group mean-squared variance C.A test that flags the means which are statistically different from each other D.Used to compare two groups 26. In one-way ANOVA, which of the following requirements must be met? A.Both the dependent and independent variables must be categorical B.Both the dependent and independent variables must be metric C.The dependent variable must be metric while the independent variable must be categorical D.The dependent variable must be categorical while the independent variable must be metric 6

7 27. A follow-up test is: A.Used to statistically evaluate the differences between the group means in ANOVA B.The ratio of between-group mean squared variance to within-group mean-squared variance C.A test that flags the means which are statistically different from each other D.The average squared deviations about the mean of a distribution of values 28. If the variance between groups is 3 and the variance within groups is 2, the F-ratio is: A.1 B.0.67 C.5 D.1.5 E.9/4 29. A researcher is interested in studying if there are differences in coffee consumption among people from three ethnic backgrounds- Hispanics, White, and African Americans. The most appropriate test for this is: A.Univariate t-test B.Bivariate t-test C.ANOVA D.n-way ANOVA 30. A researcher is interested in studying if there are differences in coffee consumption and fast food consumption among people from three ethnic backgrounds- Hispanics, White, and African Americans. The most appropriate test for this is: A.Univariate t-test B.Bivariate t-test C.ANOVA D.n-way ANOVA 7

8 31. A curvilinear relationship is: A.A condition under which there is a consistent and systematic linkage between two or more variables B.A relationship between two variables whereby the strength and nature of the relationship remains he same over the range of both variables C.A relationship between two variables whereby the strength and/or direction of their relationship changes over the range of both variables D.Easier to work with than a linear relationship E.A graphic plot of the relative position of two variables using a horizontal and vertical axis to represent the values of the respective variables 32. "As the ownership of DVD players goes up, DVD rentals at Blockbuster will also go up." This statement illustrates the concept of: A.Co-dependence B.Co-alteration C.Covariation D.Co-existence E.Convergence 33. A researcher plots a scatter diagram of two variables. The dots on the plot are scattered roughly as a circle. This indicates that the relationship (covariation) between the two variables: A.Is linear, positive B.Is linear, negative C.Is circular, positive D.Is circular, negative E.Is very close to zero 34. The Pearson correlation coefficient is: A.A statistical measure of the strength of a linear relationship between two metric variables B.A number measuring the proportion of variation in one variable accounted for by another C.A statistical measure of the linear association between two variables where both have been measured using ordinal scales D.A statistical technique which analyzes the linear relationship between two variables by estimating coefficients for an equation for a straight line E.When the nature and extent of a relationship between two variables is known with certainty 8

9 35. For a retail store, there exists a strong relationship between the amount spent on local television advertising and store sales. As it increases advertising expenditure, sales go up. Which of the following seems to be the most appropriate Pearson correlation coefficient for this relationship? A.0.01 B.0.05 C.0.90 D E As a rule of thumb, the relationship between two variables is considered very strong if the absolute value of the Pearson correlation coefficient is: A.Greater than 0.1 B.Greater than 0.5 C.Greater than 0.8 D.Greater than 1.0 E.Greater than The Spearman rank order correlation coefficient is: A.Not used when two variables have been measured using ordinal scales B.A number measuring the proportion of variation in one variable accounted for by another C.A statistical measure of the linear association between two variables where both have been measured using ordinal scales D.A measure that tends to produce the highest coefficient and is not considered a conservative measure E.When the nature and extent of a relationship between two variables is known with certainty. 38. The r-square coefficient of determination is: A.A statistical measure of the strength of a linear relationship between two metric variables B.A number measuring the proportion of variation in one variable accounted for by another variable C.A statistical measure of the linear association between two variables where both have been measured using ordinal scales D.A statistical technique which analyzes the linear relationship between two variables by estimating coefficients for an equation for a straight line E.When the nature and extent of a relationship between two variables is known with certainty 9

10 39. Given below are values of the coefficient of correlation and the level of statistical significance. In which of the following cases are both the statistical significance and substantive significance high? A.-0.8, 0.01 B.0.1, 0.9 C.0.9, 0.2 D.0.1, 0.1 E.0.5, The formula for a straight line is Y = a + bx, where X stands for: A.The dependent variable B.The independent variable C.The Y intercept D.The slope 41. If a researcher is interested in measuring the effect of two independent variables on a dependent variable, she should use: A.Pearson correlation coefficient B.Spearman correlation coefficient C.Bivariate regression analysis D.Multiple regression analysis 42. The difference between the observed value of the dependent variable and the predicted value of the dependent variable in a regression equation is called the: A.Error B.Beta weight C.Slope D.Y-intercept 10

11 43. In a regression analysis, the strength of the relationship between the independent and dependent variables is indicated by: A.The regression coefficient B.The r 2 C.The significance level D.The t statistic 44. Multicollinearity is: A.A statistical procedure that estimates regression equation coefficients which produce the lowest sum of squared differences between the actual and predicted values of the dependent variable B.A statistical technique which analyzes the linear relationship between a dependent variable and multiple independent variables by estimating coefficients for the equation for a straight line C.An estimated regression coefficient which has been recalculated to have a mean of zero and a standard deviation of 1 D.A statistic which compares the amount of variation in the dependent measure "explained" or associated with the independent variables to the "unexplained" or error variance E.A situation in which several independent variables are highly correlated with each other 45. Industry best practices suggest to always keep in mind five problem areas that may arise when writing a marketing research report, these include which of the following? A.Lack of data interpretation B.Unnecessary use of multivariate statistics C.Lack of relevance D.Too much emphasis is placed on too few statistics 11

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