Marketing
Research
Questionnaires &
Data Prep.
Descriptive
Stats.
Hypothesis
Testing
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Scaling
Sampling
Scaling
for 1
Which of the following
scales is the “Hot” scale
for peppers.
A. Nominal
B. Ordinal
C. Interval
D. Ratio
Answer
E. Categorical
Scaling
for 1
B. What is
Ordinal
Back to the Game
Scaling
for 2
In which type of scale are the
gaps between whole numbers
equal.
A. Nominal
B. Ordinal
C. Interval
D. Ratio
E. Categorical
Answer
Scaling
for 2
C. What is
Interval
Back to the Game
Scaling
for 3
What sort of scale is the
question: How old are you?
________
A. Nominal
B. Ordinal
C. Interval
D. Ratio
E. Categorical
Answer
Scaling
for 3
D. What is Ratio
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Scaling
for 4
Extremely Reliable
___
Very Reliable
___
Somewhat Reliable
___
Somewhat Unreliable
___
Very Unreliable
___
Extremely Unreliable
___
Answer
The scale on the
left is:
A. Odd
B. Unbalanced
C. Unforced
D. Forced
E. End anchored
Scaling
for 4
D. What is forced?
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Scaling
for 5
Modern Store
Old- fashioned store
A question like the one above used to
describe Safeway uses a
A. Semantic differential scale
B. Comparative scale
C. Continuous scale
D. Rank order scale
E. Constant sum scale
Answer
Scaling
for 5
A. What is
Semantic
Differential Scale
Back to the Game
Questionnaires &
Data Prep. for 1
Which of the following is NOT a major
concern in designing a
questionnaire?
A. Content of questions
B. Wording of questions
C. Sequence of questions
D. Layout of questions
E. Proportion of closed and open
questions
Answer
Questionnaires &
Data Prep. for 1
E. What is
Proportion of
closed and open
questions
Back to the Game
Questionnaires & Data Prep.
for 2
Which of the following is NOT an
advantage of open ended
questions
A. Wide range of responses can be
obtained
B. Don't channel respondents thinking
C. useful as introduction to survey or topic
D. Ease of understanding
E. When it’s important to measure the
salience of an issue
Answer
Questionnaires &
Data Prep. for 2
D. What is Ease of
understanding?
Back to the Game
Questionnaires &
Data Prep. for 3
Prior to coding, survey questions
should be edited for all the
things below except for
A. Completeness
B. Legibility
C. Right informant
D. Consistency
E. All of the above should be
checked
Answer
Questionnaires &
Data Prep. for 3
E. What is All of
the above should
be checked
Back to the Game
Questionnaires &
Data Prep. for 4
What is the weakness with the
question:
“Do you smoke?” please tick one
Yes ______
No ______
A. Leading question
Daily
B. Vague question
Double
C. Loaded question
D. Double-barreled question
E. Burdensome question
Answer
Questionnaires &
Data Prep. for 4
B. What is Vague
question?
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Questionnaires &
Data Prep. for 5
" Which is NOT true when coding
open-ended questions
A. categories must be mutually exclusive
B. Categories must be collectively
exhaustive.
C. Non-responses do not have to be coded
D. You should generally have an “other” or
“none of the above” category.
E. No more than 10% should be coded as
“other” or “none of the above”
Answer
Questionnaires &
Data Prep. for 5
C. What is Nonresponses do not
have to be coded
Back to the Game
Descriptive Stats. for 1
Which is NOT true of the normal
distribution
A. Mean, medium, and mode coincide
B. They differ in how spread out they are.
C. The area under each curve is 1.
D. The height of a normal distribution can
be specified mathematically in terms of
two parameters: the mean and the
standard deviation.
E. All the above are true
Answer
Descriptive Stats.
for 1
E. What is All the
above are true
Back to the Game
Descriptive Stats. for 2
Which of the following is
not a Measure of Central
Tendency
A. Mean
B. Median
C. Mode
D. Standard Deviation
E. Average
Answer
Descriptive Stats.
for 2
D. What is Standard
Deviation
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Descriptive Stats.
for 3
The variable being studied is
called the
A. dependent variable
B. independent variable
C. Discrete variable
D. Hypothesis variable
E. Cross-tabulated variable
Answer
Descriptive Stats.
for 3
A. What is
dependent variable
Back to the Game
Descriptive Stats. for 4
The arrangement of statistical data
in a row-and-column format that
exhibits the count of responses
or observations for each category
assigned to a variable is called
A.
B.
C.
D.
E.
A
A
A
A
A
histogram
contingency table
frequency table
normative distribution
chi-square distribution
Answer
Descriptive Stats.
for 4
C. What is A
frequency table
Back to the Game Board
Descriptive Stats.
for 5
The distribution on the left
is an example of
A. Positive skew
B. Negative skew
C. Positive association
D. Positive kurtosis
E. Negative kurtosis
Answer
Descriptive Stats.
for 5
A. What is
Positive skew
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Hypothesis Testing for 1
If you wanted to know whether men or
women are more likely to be
smokers, what is the most
appropriate statistical test of your
results.
A. Frequency distribution
B. Chi-Square
C. Independent samples t-test
D. One-sample t-test
E. Analysis of Variance
Answer
Hypothesis Testing for 1
B. What is ChiSquare
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Hypothesis Testing for 2
We commit Type error II when we.
A. Conduct the wrong statistical test
B. Accept the null hypothesis when it
is false
C. Accept the null hypothesis when it
is true
D. Reject the null hypothesis when it is
true
E. Reject the null hypothesis when it is
false
Answer
Hypothesis Testing for 2
B. What is Accept the
null hypothesis
when it is false
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Hypothesis Testing for 3
The hypothesis the researcher
wants to test is called the.
A. Alternative hypothesis
B. Null hypothesis
C. Status hypothesis
D. Research hypothesis
E. Differential means hypothesis
Answer
Hypothesis Testing for 3
A. What is the
alternative
hypothesis
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Hypothesis Testing for 4
In a contingency table with 2 rows and 3
columns how many degrees of
freedom are there
A. 2
B. 3
C. 4
D. 5
E. N-1
Answer
Hypothesis Testing for 4
A. What is 2?
Back to the Game Board
Hypothesis Testing for 5
When you have one independent (grouping)
variable with 3 or more levels (groups) and
one dependent continuous variable what is
the appropriate test
A. One sample t-test
Daily
B. Independent samples t-test
Double
C. Paired sample t-test
D. One way Analysis of variance
E. correlation
Answer
Hypothesis Testing for 5
D. What is
Analysis of
Variance?
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Sampling for 1
The sampling frame is:
A. A polling of the entire population
B. A Listing of the population from
which a sample is chosen
C. The selection of a subset of the
population
D. A polling of the sample
E. The entire body of units of
interest to decision makers in a
situation
Answer
Sampling for 1
B. What is A Listing
of the population
from which a sample
is chosen
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Sampling for 2
Which of the following is NOT
a Non-Sampling Error
A. Respondent lying or forgetting
B. Small sample size
C. Interviewer bias
D. Recording errors
E. Poorly designed questionnaires
Answer
Sampling for 2
B. What is Small
sample size
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Sampling for 3
If we do the same test 20 times and
say it is statistically probable that
the results will fall between 61-69 %,
at least 19 times, this is known as
A. The known margin of error
B. The Standard error of the mean
C. The alpha level
D. Being statistically significant
E. The confidence interval
Answer
Sampling for 3
E. What is The
confidence interval
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Sampling for 4
Proportional Stratified Sampling is
Used
A. When some segments of the
population are too small
B. When some segments of the
population are more important than
others
C. When the population is divided into
subgroups, or clusters
D. When the population is divided into
strata
E. When some segments are more
diversified than others
Answer
Sampling for 4
D. What is When
the population is
divided into
strata
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Sampling for 5
Which of the following is NOT
an example of Probability
sampling
A. Simple random sampling
B. Systematic sampling
C. stratified sampling
D. Convenience sampling
E. Cluster sampling
Answer
Sampling for 5
D. What is
Convenience
sampling
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