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. Samplingiii. Control of cheatingiv. 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 scaleii. Likert scale

iii. Continuous rating scaleiv. 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. Statisticii. Precision level

iii. Finite population correctioniv. Parameter

D. Respecting the respondent’s privacy, feeling, and dignity and ensuring the integrity of the data collection process are aspects of ___________.

i. Ethics in marketing researchii. Evaluation of filed workers

iii. Training of filed workersiv. 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 constraintsii. The average size of samples in similar studies

iii. The sampling technique to be usediv. 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 variablesiii. Specifying the plan for data analysisiv. 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 scaleii. Likert scale

iii. Continuous rating scaleiv. 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 variationii. Z-value

iii. Varianceiv. Standard deviation

M. When used for classification purpose, which type of numbers serve as the labels for classes or categories.

i. Ordinalii. Interval

iii. Nominaliv. Ratio scale

N. The tendency of the deviations from the mean to be larger in one direction than in the other is called ________.

i. Kurtosisii. Type I error

iii. Skewnessiv. 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. Is there an association between market share and the size of the sales force?ii. 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. ANCOVAiv. 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 procedureii. Scatter diagram plot

iii. Sum of square errors procedureiv. 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. Validityii. Generalizability

iii. Reliabilityiv. None of the above

T. Which of the following statistics is not permissible for interval data?i. Factor analysis

ii. Harmonic meaniii. Binomial testiv. 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 company’s 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 women’s 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 children’s 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. Does a small company such as Patterns Inc., have need for marketing research? Explain.

ii. 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.