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1.

For each of the questions below, identify the correct alternative and write your choice in
the answer script.
A. Supervision of filed workers includes all of the following except____________
i.
Quality control and editing
ii.
Sampling
iii.
Control of cheating
iv.
Central office control
B. A______ is a scale for measuring attitudes that consists of a single adjective in the
middle of an even-numbered range of values, from -5 to +5, without a neutral point
(zero).
i.
Semantic differential scale
ii.
Likert scale
iii.
Continuous rating scale
iv.
Stapel scale
C. When estimating a population parameter by using a sample statistic, the ______ is the
desired size of the estimating interval. This is the maximum permissible difference
between the sample statistic and the population parameter.
i.
Statistic
ii.
Precision level
iii.
Finite population correction
iv.
Parameter
D. Respecting the respondents privacy, feeling, and dignity and ensuring the integrity of the
data collection process are aspects of ___________.
i.
Ethics in marketing research
ii.
Evaluation of filed workers
iii.
Training of filed workers
iv.
Supervision of field workers
E. Which statement is correct about defining the target population in a marketing research
problem?
i.
Imprecise definition of target population will result in research that is
ineffective at best and misleading at worst.
ii.
Defining the target population involves translating the problem definition
into a precise statement of who should and should not be included in the
sample.
iii.
The target population should be defined in terms of elements, sampling units,
extent, and time.
iv.
All of the above statements are true.

F. In a marketing research problem, the sample size decision should be guided by certain
qualitative considerations. Which of the following is NOT one of those considerations?
i.
The resource constraints
ii.
The average size of samples in similar studies
iii.
The sampling technique to be used
iv.
The nature of the results
G. Experimental design is the set of experimental procedures specifying the test units and
sampling procedures and all of the following EXCEPT_________.
i.
Specifying the independent variables
ii.
Specifying the dependent variables
iii.
Specifying the plan for data analysis
iv.
Specifying how to control the extraneous variables
H. A ______ is a measurement scale with five response categories ranging from strongly
disagree to strongly agree, which requires the respondents to indicate a degree of
agreement or disagreement with each of a series of statements related to the stimulus
objects.
i.
Semantic differential scale
ii.
Likert scale
iii.
Continuous rating scale
iv.
Stapel scale
I.

The Liker scale of measurement has several advantages. Which among the following is
not an advantage?
i.
It does not require a pretest of the adjectives or phrases to ensure bipolarity.
ii.
Respondents readily understand how to use the scale.
iii.
It is suitable for mail, telephone, or personal interviews.
iv.
It is easy to construct and administer.

J. When developing a questionnaire, to ensure that the information obtained fully addresses
all components of the problem, the researcher should________
i.
Review components of the problem and the approach.
ii.
Prepare a set of dummy tables.
iii.
Have a clear idea of the target population.
iv.
All of the above.
K. Which of the research questions/hypotheses below is best answered using frequency
distribution?
i.
What percentage of the market consists of heavy users, medium users, light
users, and non-users?
ii.
The heavy and light users of a brand differ in terms of psychographic
characteristics.
iii.
What is the income distribution of brand users? Is this distribution skewed
towards low income brackets?
iv.
Both i and iii are correct.
L. The _______ for a point is the number of standard errors a point is away from the mean.
i.

Coefficient of variation

ii.
iii.
iv.

Z-value
Variance
Standard deviation

M. When used for classification purpose, which type of numbers serve as the labels for
classes or categories.
i.
Ordinal
ii.
Interval
iii.
Nominal
iv.
Ratio scale
N. The tendency of the deviations from the mean to be larger in one direction than in the
other is called ________.
i.
ii.
iii.
iv.

Kurtosis
Type I error
Skewness
Type II error

O. Which statement is NOT TRUE about interval scale of measurement used in business
research?
i.
Numerically equal distances on the scale represent equal values in the
characteristics being measures.
ii.
Both the zero point and the units of measurement are arbitrary.
iii.
Only proportionate transformations of the form y = bx, where b is a positive
constant are allowed.
iv.
All of the above statements are correct.
P. Which of the following situations is best addressed by Regression?
i.
ii.

Is there an association between market share and the size of the sales force?
Is there an association between market share and size of the sales force after
adjusting for the effect of sales promotion?
iii.
Determine how much of the variation in the dependent variable (stores sales)
can be explained by the independent variables (price and level of
advertisement).
iv.
Are consumers perceptions of quality related to their perceptions of prices
when the effect of brand image is controlled?
Q. Which among the following techniques would be best suited for analyzing the problem:
How consumers intentions to buy a brand vary with different levels of price and
different level of distributions?
i.
N-way ANOVA
ii.
One-way ANOVA
iii.
ANCOVA
iv.
Regression
R. A technique for fitting a straight line to a scatter diagram by minimizing the square of the
vertical distances of all the points from the line is known as the ________.
i.
Least-square procedure
ii.
Scatter diagram plot

iii.
iv.

Sum of square errors procedure


Maximum residual procedure

S. ______ is the extent to which differences in observed scale scores reflect true differnces
among objects on the characteristics being measured, rather than symmetric or random
errors.
i.
Validity
ii.
Generalizability
iii.
Reliability
iv.
None of the above
T. Which of the following statistics is not permissible for interval data?
i.
Factor analysis
ii.
Harmonic mean
iii.
Binomial test
iv.
T-tests

2. Read the following case and answer the questions that follow.
Patterns Inc. is a small company whose product line consists of patterns for home sewing. The company
has been in operation for two years, and sales are starting to increase as the companys products become
better known. Although there have been no profits as yet, it is anticipated that the turning point will soon
be reached and that the third year will show a profit.
For two years, Patterns Inc., has been marketing sewing patterns for womens clothing items. All the
patterns have been designed by Sue Johnson, who together with her husband, Colin, operates the
company. There are no other regular employees. All production is handled by a local printer. At certain
times the Johnsons hire a part-time employee to help package the patterns into the final product.
Distributions is through retail outlets that sell fabrics and materials and by mail orders. Prices are
competitive with those of other patterns.
Sue Johnson has designed a new set of patterns which she calls For Kids Only. These patterns have
been in development for some time, having started as something for her own family, friends, and
neighbors. Sue observed that the availability of patterns for young childrens items has been very limited.
Initially, the For Kids Only, patterns are to include unique, lovable creations that are full-size patterns
and represent quality for a reasonable price. At the present time, patterns for the following items are being
considered: (1) weatherproof backpack, (2) carpenter belt with stuffed tools, (3) soft ball toy that is
squeezable, (4) happy counting clock with movable hands, and (5) quilts. There are a few other sewing
patterns for children that Sue is in the process of designing.
i.
ii.

Does a small company such as Patterns Inc., have need for marketing research? Explain.
If it does need, explain how the company can make use of marketing research. If not, explain
why marketing research may be of no value to Patterns, Inc.

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