ESSAY. Write your answer in the space provided or on a separate sheet of paper.
94) Discuss the five themes qualitative research has uncovered about baby boomers. Why is this type of research
Answer: 1. Quality family life is a major concern.
73) Which statement pertains to parallel translation?
A) The questionnaire is translated from the base language by a bilingual speaker whose native
language is the language into which the questionnaire is being translated.
B) Repeat translations and back
61) SEM has the following characteristics:
A) explanation of covariance among the observed variables.
B) incorporation of measurement error in an explicit manner.
C) representation of constructs as unobservable or latent factors in dependence relationship
53) Which statement is correct if the null hypothesis for a one-way ANOVA is rejected?
A) The mean value of the dependent variable will be the same for different categories of the
B) The effect of the independent variable is signific
122) Discuss the pros and cons of the various options for the treatment of missing responses.
Answer: 1. Substitute a Neutral Value. If the mean is substituted for the missing value, the mean of the variable
remains unchanged and other statistics, such as
14) The difference between the mean and an observed value is called the deviation from the mean.
15) The variance can never be negative.
16) When the data points are scattered, variance is small.
55) The runs test tests the goodness of fit of the observed number of observations in each category to
the number expected under specified binomial distribution.
56) In the Mann-Whitney U test, two samples are combined and the cases are
114) Explain laboratory and field environments. Discuss the advantages and disadvantages of laboratory
experiments compared to field experiments.
Answer: A laboratory environment is an artificial setting for experimentation in which the researcher constru
86) Discuss single-source data. What is it and how is it related to computer mapping?
Answer: It is desirable to combine secondary information obtained from different sources. One outcome of the
effort to combine data from different sources is single-sour
14) Cheating involves falsifying part of a question or the entire questionnaire.
15) To validate the study, the supervisors call 25 to 30 percent of the respondents to inquire whether
the field workers actually conducted the interviews.
35) Which statement is not true about the report preparation and presentation process?
A) The researcher should assist the client in understanding the report.
B) The researcher should assist the client in evaluating the research process in retrospect.
102) Univariate techniques can be classified based on _.
A) whether one, or two or more samples are involved
B) whether the data are metric or nonmetric
C) whether interdependence techniques or dependence techniques are to be used
D) A and B are correct
38) Supervisors involved in quality control and editing should do all of the following except _.
A) supervisors should do some interviewing
B) supervisors should keep a record of hours worked and expenses
C) supervisors should provide tabulation of import
53) _ is a sampling technique in which an element cannot be included in the sample more than
A) Simple random sampling
B) Sampling without replacement
C) Bayesian approach
D) Sampling with replacement
54) If the researcher is concerned
24) When utilizing weighting, categories underrepresented in the sample receive lower weights,
whereas overrepresented categories receive higher weights.
25) The purpose of respecification is to create variables that are consistent with
25) Only audio and visual stimuli can be tested via online focus groups.
26) Online focus group participants don't have the potential to be distracted by external stimuli.
26) A principal disadvantage of structured questions is that potential for interviewer bias is high.
27) A principal disadvantage of unstructured questions is that potential for interviewer bias is high.
55) List and discuss the major areas of the fieldwork/data collection process.
Answer: All fieldwork involves the selection, training, and supervision of persons who collect data. The
validation of fieldwork and the evaluation of field workers are also pa
116) What are the guidelines for the placement of branching questions?
Answer: Placement of branching questions is important and the following guidelines should be followed: (1) the
question being branched (the one to which the respondent is being directe
12) The stepwise discriminant analysis method is appropriate when, based on previous research or a
theoretical model, the researcher wants the discrimination to be based on all the predictors.
13) The null hypothesis in discriminant ana
13) The semantic differential is a five-point rating scale with endpoints associated with bipolar labels
that have semantic meaning.
14) Individual items on a semantic differential scale may be scored on either a -3 to +3 or a 1 to 7 sc
34) According to the text, marketing research has become _.
B) more integrative with marketing and product development
C) real time
D) all of the above
35) Marketing Research, as defined by the author, is everything except _.
49) Which non-comparative scale has the advantage of being easy to construct and the disadvantage
of cumbersome scoring unless the scoring is computerized (Table 9.1 in the text)?
A) Likert scale
B) Stapel scale
C) continuous rating scale
D) semantic diff
37) If an examination of the residuals indicates that the assumptions underlying linear regression are
not met, the researcher can transform the variables in an attempt to satisfy the assumptions.
38) When there are a large number of in
37) The Internet can provide a mechanism for controlled experimentation, although in a laboratory
type of environment.
38) All of the types of experimental designs mentioned in the chapter on Causal Research Design
(Latin Square, factor
26) A lifestyle may be defined as a distinctive pattern of living that is described by the activities people
engage in, the interests they have, and the opinions they hold of themselves and the world around
27) Surveys are
73) In MDS, when a spatial map is obtained, it is assumed that interpoint distances are _ scaled
and that the axes of the map are multidimensional _ scaled.
A) ordinal; interval
B) interval; ratio
C) interval; interval
D) ratio; interval
83) _ is a measure of the relative peakedness or flatness of the curve defined by the frequency
B) Type II error
D) Type I error
84) Which of the research questions/hypotheses below is best answered usin
51) The CRM system used by Chrysler is an example of _.
A) database marketing
C) directory databases
D) none of the above
52) Caterpillar needed to know what truck fleets should test their two new engines; how they could
get a mark
60) When developing a questionnaire, to ensure that the information obtained fully addresses all
components of the problem, the researcher should _.
A) prepare a set of dummy tables
B) have a clear idea of the target population
C) review components of the