Question 2

Statistical models

Select one:

a. require data to be randomly selected in order to be valid.

b. operate under the strict assumption of normality.

c. face the inherent limitation of predicting the linear relationship between two variables.

d. divide data variance into systematic and random components. e. must incorporate at least one categorical and at least one numerical variable.

Question 3

According to the model of ethical decision making, ethical judgments are reached

Select one:

a. when decision makers combine deontological and teleological evaluations into an overall assessment of ethicality.

b. when all other possibilities have been eliminated.

c. when decision makers decide what action to take.

d. after formation of ethical evaluative criteria.

e. in essentially the same way judgments of any kind are reached.

Question 4

In ethical decision making, ethical sensitivity refers to

Select one:

a. the degree to which decision makers emotionally connect to those potentially affected by unethical decisions.

b. the degree to which self-interest is weighted more heavily than the interests of other affected parties.

c. the process by which ethical rules and norms are learned in organizations. d. a philosophy that defines morality in terms of formal or informal ethical rules, laws, or norms.

e. the ability to recognize ethical content in a decision situation and the belief that it's important.

Question 5

Sales and demand forecasting most directly fits into the realm of

Select one:

a. prescriptive analytics.

b. descriptive analytics.

c. predictive analytics.

d. progressive analytics.

e. imitative analytics.

Question 6

Which of the following statements best distinguish between marketing analytics and data mining?

Select one:

a. Marketing analytics relies on statistical data analysis techniques while data mining uses qualitative techniques to analyze textual data.

b. Data mining statistically analyzes routinely collected large data sets seeking correlations and patterns while marketing analytics focuses analytical efforts on specific research questions or hypotheses.

c. Data mining involves digging deep into data while marketing analytics tends to look more superficially.

d. Data mining tends to be more useful to smaller businesses with more limited resources while larger better resourced businesses implement marketinganalytics programs.

e. Marketing analytics tends to focus on the analysis of primary data while data mining looks exclusively at secondary data.

Question 7

Regarding bar charts and histograms,

Select one:

a. bar charts illustrate frequency distributions and histograms illustrate mean distributions.

b. bar charts illustrate time dependent data while histograms do not. c. bar charts illustrate proportions while histograms illustrate raw values. d. histograms require normally distributed data and bar charts do not. e. histograms illustrate the frequency of numerical data and bar charts illustrate categorical data.

Question 8

In statistical hypothesis testing

Select one:

a. p-values greater than .05 mean that sufficient evidence exists to support the alternative hypothesis.

b. marketing managers learn little from nonsignificant test results. c. the analyst is limited to a single null hypothesis but must select from several possible alternatives.

d. the null hypothesis always predicts no relationship or difference between variables.

e. primary data is preferred over secondary data.

Question 9

Generally, normality of the error terms can be tested by

Select one:

a. examining a residual plot.

b. assessing the strength of the unstandardized regression coefficients. c. the overall model F-test of significance.

d. plotting predicted values against residual values.

e. conducting a Kolmogorov-Smirnoff test.

Question 10

The most significant advantage offered by primary data is

Select one:

a. its availability through routinely collected transactional data. b. its applicability to the entire range of statistical or analytical procedures. c. it can be focused on specific problems or questions facing marketers. d. confidence in its sound methodology and freedom from bias. e. the low cost and timeliness the data afford.

Question 11

Which of the following is NOT an example of primary data collection?

Select one:

a. All examples listed are examples of primary data collection techniques. b. An advertising agency pretests two advertisements by showing them to members of the target audience randomly assigned to view each of the ads. c. A clothing retailer talks to several groups of eight to ten shoppers to solicit their opinions about store design and product selection.

d. A product brand manager examines ten years of old sales reports from the company's sales force to try to identify trends in customer tastes and preferences.

e. A software company collects customer satisfaction data by phoning a random sample of 500 customers who sent in their software registration materials.

Question 12

In regression and analysis of variance, residual plots

Select one:

a. plot predicted values against residual values.

b. determine the statistical significance of the tested model.

c. are not necessary when R2is greater than .05.

d. test the normality of the data by plotting residuals against normal quantiles. e. should produce a clear funneling shape from the vertical axis outward.

Question 13

Data that are numerical in nature, are ordered by magnitude of response, and have a naturally occurring zero are referred to as

Select one:

a. nominal data.

b. interval data.

c. categorical data.

d. ordinal data.

e. ratio data.

Question 14

Logistic regression

Select one:

a. is commonly used to analyze marketing problems involving physical distribution.

b. includes one or more binary independent variables.

c. can be either discrete choice or full profile.

d. includes a binary dependent variable.

e. is estimated using ordinary least squares.

Question 15

Allen Edwards, a research assistant for a national consumer package goods manufacturer spent time on the Internet looking for data about spending and incomepatterns among single U.S. mothers. He found such a report offered for sale by a research institute at a major university located in a large urban center. Allen ordered the report. While examining the report's description of data collection methods, he noted that the report was based on a survey using a random sample of single mothers who lived in Zip Codes near the university because these women were the university's population of interest. Based on this information, what can Allen conclude about thereport?

Select one:

a. Although the data were collected randomly, the fact that the university used only single mothers living near the campus means the sample is actually a convenience sample and not a probability sample.

b. Because it was a random sample, Allen should feel confident that the results will generalize to the entire national population of single mothers. c. Because it was conducted by a university, the research is likely very high quality and the results will easily generalize to single mothers nationwide. d. Because the university used zip codes, the sample must be a random sample. e. If Allen wants to apply the results of this report to all single mothers in the country, the report may suffer from problems of fit.

Question 16

Full profile conjoint analysis

Select one:

a. utilizes all levels of all evaluative criteria used by consumers when making a decision.

b. often relies on fractional factorial designs in order to reduce the number of comparisons needed from respondents.

c. may use logistic regression to analyze the data, depending on how they were collected.

d. can quickly grow very large in terms of the number of tasks asked of respondents.

e. generally makes use of ordinal rating scales as dependent variables.

Question 17

In experimentation, control groups

Select one:

a. are the researchers themselves who control the experiment. b. are simply another word for control variables.

c. are not selected or assigned randomly.

d. are groups of experimental participants who receive no experimental treatment, but are compared to participants who do.

e. are groups of experimental participants who receive all experimental treatments and are compared to groups who receive only one experimental treatment.

Question 18

Analysis of variance typically estimates

Select one:

a. the line of best fit through a points of data.

b. main effects and interaction effects.

c. regression coefficients.

d. the strength of linear relationships.

e. the probability of one event occurring over another.

Question 19

Russell Food Service sells wholesale foods to school systems on the West Coast. To better appreciate the eating habits of children at home and at school, Russell tracked home food consumption and tested special meals on a sample of children enrolled in various schools that Russell supplied. The research lasted for two years. During those

two years, approximately five percent of the children in the sample moved and had to drop out of the research. This is an example of

Select one:

a. mortality effect.

b. history effect.

c. instability effect.

d. poor sample reliability.

e. immaturity effect.

Question 20

Simple linear regression is referred to as "simple" because

Select one:

a. it tends to provide easily interpretable results.

b. the calculations for its estimation algorithm can easily be performed by hand. c. its method of estimation is called simple least squares.

d. it includes only one independent and one dependent variable. e. it provides no more information than correlation analysis.

Question 21

Understanding consumer evaluative criteria is important to marketers because

Select one:

a. marketers can use evaluative criteria to design features and attributes into market offerings based on what consumers want.

b. it helps marketers understand how consumer ideal and actual states differ. c. they determine the sources of information most favored by consumers. d. evaluative criteria predict the demographic groups of potential customer groups.

e. evaluative criteria produce the differences between needs and opportunities that drive problem recognition.

Question 22

Experimental data is most commonly analyzed using

Select one:

a. multiple regression.

b. linear regression.

c. analysis of variance.

d. logistic regression.

e. correlation analysis.

Question 23

Which of the following is NOT among the main points to consider when preparing datavisualizations?

Select one:

a. Consider the timeframe.

b. Consider the audience.

c. Consider the purpose.

d. Consider the communication channel.

e. All points listed are emphasized as points to consider in using data visualizations.

Question 24

Variables such as respondent sex, religion, or make of car driven all produce

Select one:

a. nominal data.

b. ordinal data.

c. binomial data.

d. ratio data.

e. interval data.

Question 25

Data visualization is often preferred to tabular or numerical presentations of databecause

Select one:

a. generally, data visualizations are cognitively easier to process than tabular or numerical data.

b. data visualizations produce sounder and more effective marketing strategies. c. data visualizations require little technical expertise to interpret accurately.

c. data visualizations require little technical expertise to interpret accurately.

d. presenting misleading information is more difficult with data visualizations. e. data visualizations are more easily and efficiently produced.