1) ________ is undertaken to help identify problems that are perhaps not apparent on the surface

and yet exist or are likely to arise in the future.

A) Problem identification research
B) Segmentation research
C) Problem solving research
D) Marketing information systems
Answer: A
Diff: 2
Page Ref: 7
LO : 2
2) ________ is a type of problem identification research.
A) Distribution research
B) Pricing research
C) Market characteristics research
D) Promotion research
Answer: C
Diff: 3
Page Ref: 8
LO : 2
3) Which of the issues listed below would be addressed using problem-solving research?
A) the need to understand market potential
B) the need to understand current cultural trends
C) the need to understand changes in consumer behavior
D) the need to determine where to locate retail outlets
Answer: D
Diff: 3
Page Ref: 8
LO : 2
4) According to the problem definition and approach development process as shown in Figure
2.1 in the text, the tasks involved in problem definition consist of all of the following except
________.
A) discussions with the decision makers
B) interviews with industry experts
C) analysis of project costs
D) analysis of secondary data
Answer: C
Diff: 3
Page Ref: 38
LO : 1
5) The components of the ________ consist of: objective/theoretical foundations, analytical
models, research questions, hypotheses, and specification of the information needed.
A) approach to the problem
B) management decision problem
C) marketing research problem

D) environmental context of the problem

Answer: A
Diff: 3
Page Ref: 38
LO : 1
6) Which of the following statements about secondary data is true?
A) Secondary data are originated by the researcher for the specific purpose of addressing the
research problem at hand.
B) Secondary data are an economical and quick source of background information.
C) Primary data should not be collected until the available secondary data have been fully
analyzed.
D) Both B and C are true.
Answer: D
Diff: 1
Page Ref: 41
LO : 2
7) ________ is an unstructured, exploratory research methodology based on small samples
intended to provide insight and understanding of the problem setting.
A) Primary research
B) Qualitative research
C) Secondary research
D) Quantitative research
Answer: B
Diff: 2
Page Ref: 41-42
LO : 2
8) ________ is not a qualitative research technique.
A) Depth interview
B) Word association
C) Focus group
D) Conclusive research
Answer: D
Diff: 2
Page Ref: 41-42
LO : 2
9) ________ consists of the factors that have an impact on the definition of the marketing
research problem, including past information and forecasts, resources and constraints of the firm,
objectives of the decision maker, buyer behavior, legal environment, economic environment, and
marketing and technological skills of the firm.
A) The approach to the problem
B) Research design
C) The environmental context of the problem
D) Problem definition
Answer: C
Diff: 2
Page Ref: 43
LO : 3

10) ________ is the problem confronting the decision maker. It asks what the decision maker
needs to do.
A) The environmental context of the problem
B) The management decision problem
C) The marketing research problem
D) Problem definition
Answer: B
Diff: 1
Page Ref: 47
AACSB: Reflective Thinking
LO : 4
11) ________ is a problem that entails determining what information is needed and how it can be
obtained in the most feasible way.
A) The environmental context of the problem
B) The management decision problem
C) The marketing research problem
D) Problem definition
Answer: C
Diff: 2
Page Ref: 47
AACSB: Reflective Thinking
LO : 4
12) The management decision problem focuses on ________, while the marketing research
problem focuses on ________.
A) symptoms; solutions
B) symptoms; underlying causes
C) solutions; underlying causes
D) none of the above
Answer: B
Diff: 3
Page Ref: 48
AACSB: Reflective Thinking
LO : 4
13) Based on Table 2.1 in the text, which statement is true about the management decision
problem?
A) It asks what information is needed and how it should be obtained.
B) It is information oriented.
C) It asks what the decision maker needs to do.
D) It focuses on the underlying causes.
Answer: C
Diff: 1
Page Ref: 48
AACSB: Reflective Thinking
LO : 4

14) Based on Table 2.1 in the text, which statement is true about the marketing research
problem?
A) It focuses on underlying causes.
B) It focuses on symptoms.
C) It is information oriented.
D) Both A and C are correct.
Answer: D
Diff: 2
Page Ref: 48
AACSB: Reflective Thinking
LO : 4
15) Which statement is true concerning defining the marketing research problem?
A) The definition should allow the researcher to obtain all the information needed to address the
management decision problem.
B) The definition should guide the researcher in proceeding with the project.
C) The marketing research problem should be stated in broad, general terms with specific
components identified.
D) All of the above are correct.
Answer: D
Diff: 2
Page Ref: 49
AACSB: Reflective Thinking
LO : 5
16) ________ are refined statements of the specific components of the problem.
A) Hypotheses
B) Research questions
C) Marketing research problems
D) Analytical models
Answer: B
Diff: 3
Page Ref: 52
AACSB: Analytic Skills
LO : 6
17) Which statement about hypotheses is not true?
A) A hypothesis is an unproven statement or proposition about a factor or phenomenon that is of
interest to the researcher.
B) Hypotheses are declarative and can be tested empirically.
C) It is possible to formulate hypotheses in all situations.
D) An important role of a hypothesis is to suggest variables to be included in the research design.
Answer: C
Diff: 3
Page Ref: 53-54
AACSB: Analytic Skills
LO : 6
18) Which statement is not true about research design?
A) Research design is a framework for conducting the marketing research project.
B) Research design specifies the measurement and scaling procedures.

C) Research design is undertaken before developing the approach to the problem.

D) Research design is undertaken after the marketing research problem is defined.
Answer: C
Diff: 3
Page Ref: 69
AACSB: Reflective Thinking
LO : 1
19) Typically, a ________ involves the tasks of designing the information needed, specifying the
measurement and scaling procedures, and developing a plan of data analysis.
A) research classification
B) research design
C) design formulation
D) none of the above
Answer: B
Diff: 3
Page Ref: 70
LO : 1
20) Which of the following tasks is not a component of research design?
A) Design the exploratory, descriptive, and/or causal phases of the research.
B) Construct and pretest a questionnaire (interviewing form) or an appropriate form for data
collection.
C) Specify the sampling process and sample size.
D) Develop hypotheses.
Answer: D
Diff: 3
Page Ref: 70
LO : 1
21) Exploratory research is used in all of the following cases except ________.
A) selecting the course of action to take in a given situation
B) when you must define the problem more precisely
C) when you must identify relevant courses of action
D) when you must gain additional insights before an approach can be developed
Answer: A
Diff: 3
Page Ref: 72
LO : 1
22) The primary objective of ________ is to provide insights into, and an understanding of, the
problem confronting the researcher.
A) exploratory research
B) conclusive research
C) causal research
D) descriptive research
Answer: A

Diff: 2
LO : 1

Page Ref: 72

23) ________ is research designed to assist the decision maker in determining, evaluating, and
selecting the best course of action to take in a given situation.
A) Exploratory research
B) Conclusive research
C) Complex research
D) Problem-identification research
Answer: B
Diff: 2
Page Ref: 70-72
AACSB: Reflective Thinking
LO : 1
24) Joan needs to determine which variables and relationships she should examine further as part
of the research she is conducting for the Flager Truck Company. Joan is about to embark on
what type of research?
A) simple research
B) exploratory research
C) descriptive research
D) causal research
Answer: B
Diff: 3
Page Ref: 70-73
AACSB: Reflective Thinking
LO : 1
25) Which of the objectives below would best represent exploratory research?
A) Describe market characteristics or functions.
B) Determine cause and effect relationships.
C) Provide insights and understanding.
D) Test specific hypotheses and examine relationships.
Answer: C
Diff: 2
Page Ref: 70-73
LO : 1
26) Which of the objectives below would best represent conclusive research?
A) Describe market characteristics or functions.
B) Determine cause and effect relationships.
C) Provide insights and understanding.
D) A and B are correct.
Answer: D
Diff: 2
Page Ref: 70-73
LO : 1
27) Which data collection method is used in causal research?

A) experiments
B) surveys
C) expert surveys
D) panels
Answer: A
Diff: 2
Page Ref: 81
AACSB: Reflective Thinking
LO : 2
28) Jerry and the team working on the Roger Tire Company marketing research project are
developing ways to test their hypothesis that drivers of larger trucks prefer dual belted radial
tires. What type of research are they conducting?
A) simple research
B) exploratory research
C) descriptive research
D) causal research
Answer: C
Diff: 3
Page Ref: 74
AACSB: Reflective Thinking
LO : 2
29) Descriptive research is conducted for all of the following reasons except ________.
A) to describe the characteristics of relevant groups, such as consumers, salespeople,
organizations, or market areas
B) to determine the degree to which marketing variables are associated
C) to understand which variables are the cause and which variables are the effect of a
phenomenon
D) to determine the perceptions of product characteristics
Answer: C
Diff: 2
Page Ref: 74
AACSB: Reflective Thinking
LO : 2
30) Descriptive research, in contrast to exploratory research, is marked by all of the following
except ________.
A) a clear statement of the problem
B) specific hypotheses
C) detailed information needs
D) flexibility
Answer: D
Diff: 3
Page Ref: 72
AACSB: Reflective Thinking
LO : 2

31) ________ designs involve the collection of information from any given sample of population
elements only once.
A) Exploratory
B) Causal
C) Cross-sectional
D) None of the above
Answer: C
Diff: 2
Page Ref: 76
LO : 2
32) When trying to determine which research design is best to choose, it is best to begin with
exploratory research if the objective of the research is to ________.
A) test hypotheses
B) conduct an annual customer satisfaction survey
C) define the problem more precisely
D) quantify the relative salience of social causes that businesses should be concerned about
Answer: C
Diff: 2
Page Ref: 82-83
LO : 2
33) Scores assigned to continuous rating scales by the researcher are typically treated as
________ data.
A) nominal
B) ordinal
C) ratio
D) interval
Answer: D
Diff: 2
Page Ref: 274-275
LO : 1
34) ________ is the extent to which a scale produces consistent results if repeated measurements
are made on the characteristic.
A) Validity
B) Generalizability
C) Reliability
D) None of the above
Answer: C
Diff: 3
Page Ref: 286
LO : 3
35) ________ is the degree to which a study based on a sample applies to a universe of
generalizations.
A) Validity

B) Generalizability
C) Reliability
D) None of the above
Answer: B
Diff: 1
Page Ref: 289-290
LO : 3
36) Which statement about generalizability is not true?
A) The set of all conditions of measurement over which the investigator wishes to generalize is
the universe of generalizations.
B) In generalizability studies, measurement procedures are designed to investigate the universes
of interest by sampling conditions of measurement from each of them.
C) To generalize to other universes, facet theory procedures must be employed.
D) Traditional reliability methods can be viewed as single-facet generalizability studies.
Answer: C
Diff: 3
Page Ref: 289-290
AACSB: Reflective Thinking
LO : 3
37) "Do you think Coca-Cola is a tasty and refreshing soft drink?" is an example of a ________.
A) structured question
B) dichotomous question
C) double-barreled question
D) branching question
Answer: C
Diff: 2
Page Ref: 307
LO : 2
38) Which of the following statements is not an advantage of unstructured questions?
A) Unstructured questions are good as first questions on a topic.
B) Implicitly, unstructured questions give extra weight to respondents who are more articulate.
C) Unstructured questions have a much less biasing influence on response than structured
questions.
D) Unstructured questions are useful in exploratory research.
Answer: B
Diff: 3
Page Ref: 311
AACSB: Reflective Thinking
LO : 2
39) Which of the following is not a type of structured question?
A) multiple choice
B) dichotomous
C) scale
D) none of the above
Answer: D

Diff: 1
LO : 2

Page Ref: 312

40) A ________ is a question that gives the respondent a clue as to what answer is desired or
leads the respondent to answer in a certain way.
A) leading question
B) implicit alternative
C) filter question
D) structured question
Answer: A
Diff: 3
Page Ref: 316
LO : 2
41) Which of the following statements is correct about implicit alternatives?
A) Making an implied alternative explicit may increase the percentage of people selecting that
alternative.
B) When alternatives are close in preference or large in number, the alternatives at the end of the
list have a greater chance of being selected.
C) The split ballot technique should be used to rotate the order in which a list of alternatives
appear.
D) All of the above are correct.
Answer: D
Diff: 3
Page Ref: 316
AACSB: Analytic Skills
LO : 2
42) Which statement is not true about pretests?
A) To the extent possible, a pretest should involve administering the questionnaire in an
environment and context similar to that of the actual survey.
B) A variety of interviewers should be used for pretests.
C) The project director, the researcher who developed the questionnaire, and other key members
of the research team should conduct some pretest interviews.
D) It is a good practice to employ only experienced interviewers to conduct pretests.
Answer: D
Diff: 3
Page Ref: 322
AACSB: Reflective Thinking
LO : 2
43) Whenever a new marketing research problem is being addressed, ________ research must be
preceded by appropriate ________ research.
A) qualitative; quantitative
B) observational; experimental
C) quantitative; qualitative
D) experimental; observational
Answer: C
Diff: 2
Page Ref: 139

LO : 1
44) According to Table 5.1 in the text, which of the following does not apply to qualitative
research?
A) a small number of nonrepresentative cases
B) non-statistical data analysis
C) unstructured form of data collection
D) outcome is used to recommend a final course of action
Answer: D
Diff: 3
Page Ref: 139
AACSB: Reflective Thinking
LO : 1
45) Depth interviews suffer from many of the disadvantages of focus groups and often to a
greater extent. Which of the following disadvantages is not shared with focus groups?
A) Skilled interviewers capable of conducting depth interviews are expensive and difficult to
find.
B) The lack of structure makes the results susceptible to the interviewer's influence.
C) The data obtained are difficult to analyze and interpret.
D) All of the above are shared with focus groups.
Answer: D
Diff: 3
Page Ref: 156
AACSB: Reflective Thinking
LO : 4
46) Projective techniques are used less frequently than unstructured direct methods (focus groups
and depth interviews). A possible exception may be ________, which is used commonly to test
brand names and occasionally to measure attitudes about particular products, brands, packages,
or advertisements.
A) story completion
B) word association
C) sentence completion
D) cartoon tests
Answer: B
Diff: 3
Page Ref: 163
LO : 5
47) Categorical independent variables are ________. The independent variables must all be
categorical (nonmetric) to use ________.
A) factors; ANOVA
B) covariates; ANOVA
C) parameters; regression
D) items; ANOVA
Answer: A
Diff: 3
Page Ref: 499-500
LO : 1

48) An advanced analysis of variance procedure in which the effects of one or more metricscaled extraneous variables are removed from the dependent variable before conducting the
ANOVA is called ________.
A) analysis of covariance (ANCOVA)
B) one-way analysis of variance
C) n-way analysis of variance
D) decomposition of the total variation
Answer: A
Diff: 2
Page Ref: 499-500
AACSB: Analytic Skills
LO : 1
49) A covariate is a ________ independent variable used in ________.
A) metric; ANOVA
B) categorical; ANCOVA
C) metric; ANCOVA
D) categorical; ANOVA
Answer: C
Diff: 3
Page Ref: 499-500
AACSB: Analytic Skills
LO : 1
50) The strength of the effects of X (independent variable or factor) on Y (dependent variable) in
one way ANOVA is measured by ________.
A) eta2 (2)
B) SSx
C) SSy
D) SSwithin
Answer: A
Diff: 3
Page Ref: 503
AACSB: Analytic Skills
LO : 2
51) Which statement is correct concerning the decomposition of the total variation?
A) Because it is not known that all the groups have the same mean, we cannot calculate the
variance of all the observations together.
B) If the population mean is the same in all the groups, then the variation in the sample means
and the sizes of the sample groups can be used to estimate the variance of Y.
C) By comparing the Y variance estimates based on between-group and within group variation,
we can test the null hypothesis.
D) All statements are correct.
Answer: D
Diff: 3
Page Ref: 501-503
AACSB: Analytic Skills
LO : 2

52) How consumers' intentions to buy a brand vary with different levels of price and different
levels of distribution is best analyzed via ________.
A) n-way ANOVA
B) one-way ANOVA
C) ANCOVA
D) regression
Answer: A
Diff: 3
Page Ref: 508-509
AACSB: Analytic Skills
LO : 3
53) The strength of the joint effect of two (or more) factors or the overall effect is known as
________.
A) significance of the overall effect
B) significance of the main effect
C) multiple 2
D) significance of the interaction effect
Answer: C
Diff: 2
Page Ref: 509
AACSB: Analytic Skills
LO : 3
54) In determining how different price levels will affect a household's cereal consumption, it
may be essential to take household size into account. This is best analyzed by ________.
A) n-way ANOVA
B) one-way ANOVA
C) ANCOVA
D) regression
Answer: C
Diff: 3
Page Ref: 513
AACSB: Analytic Skills
LO : 4
55) Analysis of covariance includes at least one ________ independent variable and at least one
________ independent variable.
A) categorical; interval
B) ordinal; categorical
C) metric; interval
D) parametric; interval
Answer: A
Diff: 3
Page Ref: 513
AACSB: Analytic Skills
LO : 4
56) Suppose that four groups, each consisting of 100 randomly selected individuals, were
exposed to four different commercials about Tide detergent. After seeing the commercial, each

individual provided ratings on preference for Tide, preference for Proctor and Gamble (the
company making Tide), and preference for the commercial itself. Because these three preference
variables are correlated, ________ should be conducted to determine which commercial is the
most effective (produced the highest preferences across the three variables).
A) MANOVA
B) one-way ANOVA
C) n-way ANOVA
D) regression
Answer: A
Diff: 2
Page Ref: 519
AACSB: Analytic Skills
LO : 6
57) Which statement about MANOVA is not true?
A) MANOVA examines group differences across multiple dependent variables simultaneously.
B) In MANOVA, the null hypothesis is that the vectors of means on multiple dependent
variables are equal across groups.
C) MANOVA is most appropriate if there are multiple dependent variables that are uncorrelated
or orthogonal.
D) Multivariate analysis of variance is appropriate when there are two or more dependent
variables that are correlated.
Answer: C
Diff: 2
Page Ref: 519
AACSB: Analytic Skills
LO : 6
58) r2 measures in Regression analysis________.
A) the proportion of variation in one variable that is explained by the other
B) the proportion of error variation
C) the proportion of variation in Y related to the variation of the categories of X
D) the proportion of variation in Y due to the variation within each of the categories of X
Answer: A
Diff: 2
Page Ref: 532-533
LO : 1
59) The question of "How strongly are sales related to advertising expenditures when the effect
of price is controlled?" is best answered via ________.
A) bivariate regression analysis
B) partial correlation coefficient
C) ANOVA
D) product moment correlation
Answer: B
Diff: 2
Page Ref: 534-536
LO : 3

60) The relationship between X and Y is spurious if ________.

A) Y increases exponentially with increases in X
B) the correlation between X and Y disappears when the effect of Z is controlled
C) Y decreases exponentially with decreases in X
D) both A and C are correct
Answer: B
Diff: 3
Page Ref: 534-536
AACSB: Reflective Thinking
LO : 1
61) Which of the following is a measure of nonmetric correlation?
A) Pearson product moment correlation
B) Spearman's rho
C) Kendall's tau
D) both B and C
Answer: D
Diff: 1
Page Ref: 536
LO : 5
62) When considering nonmetric correlation, as a rule of thumb, ________ is to be preferred
when a large number of cases fall into a relatively small number of categories (thereby leading to
a large number of ties).
A) Spearman's rho
B) Kendall's tau
C) chi-square
D) Pearson product moment correlation
Answer: B
Diff: 3
Page Ref: 536
AACSB: Analytic Skills
LO : 5
63) Which of the following situations is best addressed by regression?
A) Is there an association between market share and the size of the sales force?
B) Is there an association between market share and size of the sales force after adjusting for the
effect of sales promotion?
C) Determine how much of the variation in the dependent variable (store sales) can be explained
by the independent variables (price and level of advertisement).
D) Are consumers' perceptions of quality related to their perceptions of prices when the effect of
brand image is controlled?
Answer: B
Diff: 3
Page Ref: 536-537
LO : 2
64) Which statement is not true about regression analysis?

A) The terms dependent or criterion variables, and independent or predictor variables in

regression analysis do not imply that the criterion variable is dependent on the independent
variables in a causal sense.
B) Regression analysis can be used to determine if color preference is related to product size and
price.
C) Regression can be used to predict the values of the dependent variable.
D) Regression analysis is a powerful and flexible procedure for analyzing associative
relationships between a metric dependent variable and one or more independent variables.
Answer: B
Diff: 3
Page Ref: 536-537
AACSB: Reflective Thinking
LO : 2
65) A technique for fitting a straight line to a scattergram by minimizing the square of the
vertical distances of all the points from the line is known as the ________.
A) least-square procedure
B) scatter diagram plot
C) sum of square errors procedure
D) maximum residual procedure
Answer: A
Diff: 1
Page Ref: 538
LO : 2
66) Which statistic is associated only with multiple regression and not with bivariate regression?
A) adjusted R2
B) partial F test
C) estimated or predicted value ()
D) both A and B
Answer: D
Diff: 2
Page Ref: 546
AACSB: Analytic Skills
LO : 3
67) In multiple regression, if the overall null hypothesis is rejected, ________.
A) the mean value of the dependent variable will be different for different categories of the
independent variable
B) the means of the independent variables are not equal
C) there is an association between the independent variables
D) one or more population partial regression coefficients have a value different from 0
Answer: D
Diff: 2
Page Ref: 549-550
AACSB: Reflective Thinking
LO : 3
68) In multiple regression, if the overall null hypothesis is rejected, which statement is true?

A) We know which specific s are nonzero.

B) We can use t = b/SEb to determine which s are nonzero.
C) We do not know which s are nonzero.
D) Both B and C are correct.
Answer: D
Diff: 2
Page Ref: 549-550
LO : 3
69) ________ is a regression procedure in which the predictor variables enter or leave the
regression equation one at a time.
A) Multiple regression
B) Bivariate regression
C) Dummy variable regression
D) Stepwise regression
Answer: D
Diff: 1
Page Ref: 553
LO : 4
70) ________ is a state of very high intercorrelations among independent variables.
A) Hypercollinearity
B) Partial collinearity
C) Multicollinearity
D) Variable collinearity
Answer: C
Diff: 2
Page Ref: 554
LO : 4
71) Which of the following is not a problem associated with multicollinearity?
A) The partial regression coefficients may not be estimated precisely. The standard errors are
likely to be high.
B) It becomes difficult to assess the relative importance of the independent variables in
explaining the variation in the dependent variables.
C) Predictor variables may be incorrectly included or removed in stepwise regression.
D) It becomes difficult to compute the correct test statistic.
Answer: D
Diff: 3
Page Ref: 554
AACSB: Reflective Thinking
LO : 4
72) ________ is the extent to which a cause, X, and an effect, Y, occur together or vary together
in the way predicted by the hypothesis under consideration.
A) The time order of occurrence of variables
B) The role of evidence
C) Concomitant variation

D) The elimination of other possible factors

Answer: C
Diff: 2
Page Ref: 219-220
AACSB: Reflective Thinking
LO : 1
73) Experimental design is the set of experimental procedures specifying the test units and
sampling procedures and all of the following except ________.
A) specifying the independent variables
B) specifying the dependent variables
C) specifying the plan for data analysis
D) specifying how to control the extraneous variables
Answer: C
Diff: 3
Page Ref: 221
LO : 1
74) ________ is a measure of accuracy of an experiment. It measures whether the manipulation
of the independent variables, or treatments, actually caused the effects on the dependent
variable(s).
A) External validity
B) Extraneous validity
C) Internal validity
D) None of the above
Answer: C
Diff: 2
Page Ref: 222-223
LO : 2
75) All of the following statements are true about external validity except ________.
A) threats to external validity arise when the specific experimental conditions do not realistically
take into account the interactions of other relevant variables in the real world.
B) external validity is the basic minimum that must be present in an experiment before any
conclusion about treatment effects can be made
C) factors that threaten internal validity may also threaten external validity, the most serious of
these being extraneous variables.
D) A and C are true
Answer: D
Diff: 3
Page Ref: 222-223
AACSB: Reflective Thinking
LO : 2
76) ________ is a determination of whether the cause-and-effect relationships found in the
experiment can be generalized. Can the results be generalized beyond the experimental situation
and if so, to what populations, settings, times, independent variables and dependent variables can
the results be projected?
A) External validity
B) Extraneous validity

C) Internal validity
D) None of the above
Answer: A
Diff: 2
Page Ref: 222-223
AACSB: Reflective Thinking
LO : 2
77) ________ is a statistical experimental design that is used to measure the effects of two or
more independent variables at various levels and to allow for interactions between variables.
A) Randomized block design
B) Latin square design
C) Factorial design
D) Solomon four-group design
Answer: C
Diff: 2
Page Ref: 234-235
LO : 4
78) What is the main disadvantage of factorial designs?
A) They require an equal number of rows, columns, and treatment levels, which is sometimes
problematic.
B) They do not allow the researcher to examine interactions of the external variables with each
other or with the independent variable.
C) The researcher can control for only one external variable.
D) The number of treatment combinations increases multiplicatively with an increase in the
number of variables or levels.
Answer: D
Diff: 2
Page Ref: 234-235
AACSB: Reflective Thinking
LO : 4
79) Which of the following statements is true when considering experimental versus nonexperimental designs?
A) It is difficult in descriptive studies to establish the prior equivalence of the respondent groups
with respect to both the independent and dependent variables. However, experiments can
establish this equivalence.
B) Descriptive research offers little control over other possible causal factors.
C) In descriptive research, it is also difficult to establish time order of occurrence of variables.
However, in an experiment, the researcher controls the timing of the measurements and the
introduction of the treatment.
D) All of the above statements are correct.
Answer: D
Diff: 2
Page Ref: 236
AACSB: Reflective Thinking
LO : 5

80) Which statement is not correct about the null hypothesis?

A) It is always the hypothesis tested.
B) Accepting the null hypothesis will lead to some changes in opinions or action.
C) It can never be accepted based on a single statistical test.
D) In marketing research, the null hypothesis is formulated in such a way that rejection leads to
the acceptance of the desired conclusion.
Answer: B
Diff: 2
Page Ref: 457-458
LO : 4
81) Which of the following statements is not correct about the alternative hypothesis?
A) There is no way to determine whether the alternative hypothesis is true.
B) The alternative hypothesis represents the conclusion for which evidence is sought.
C) The alternative hypothesis is the opposite of the null hypothesis.
D) None of the statements are correct.
Answer: A
Diff: 3
Page Ref: 457-458
AACSB: Reflective Thinking
LO : 4
82) The ________ is the probability of rejecting the null hypothesis when it is in fact false, and
should be rejected.
A) Type I error
B) level of significance
C) Type II error
D) power of a test
Answer: D
Diff: 3
Page Ref: 459
LO : 4
83) Which statement is not related to statistics associated with cross-tabulation?
A) The statistical significance of the observed association is commonly measured by the chisquare statistic.
B) The t test could be conducted on the mean of one sample or two samples of observations.
C) Generally, the strength of association is of interest only if the association is statistically
significant.
D) The strength of association can be measured by the phi correlation coefficient, the
contingency coefficient, Cramer's V, and the lambda coefficient.
Answer: B
Diff: 3
Page Ref: 466-467
AACSB: Analytic Skills
LO : 4
84) The ________ is used to test the statistical significance of the observed association in crosstabulation.
A) contingency coefficient

B) Cramer's V
C) phi coefficient
D) chi-square statistic
Answer: D
Diff: 2
Page Ref: 467
LO : 4
85) The ________ is used as a measure of the strength of association in the special case of a
table with two rows and two columns (a 2 2 table).
A) contingency coefficient
B) Cramer's V
C) phi coefficient
D) chi-square coefficient
Answer: C
Diff: 3
Page Ref: 468-470
LO : 4
86) The ________ can be used to assess the strength of association in a table of any size.
A) contingency coefficient
B) coefficient of variation
C) phi coefficient
D) chi-square coefficient
Answer: A
Diff: 2
Page Ref: 468-470
LO : 4
87) The ________ is a univariate hypothesis test using the t distribution, which is used when the
standard deviation is unknown and the sample size is small.
A) z test
B) t test
C) paired samples test
D) F test
Answer: B
Diff: 3
Page Ref: 472
LO : 4
88) Which of the following statements is not true about parametric tests?
A) Parametric tests are used when the independent variables are non-metric.
B) The t test is a commonly used parametric test.
C) The t statistic assumes that the variable is normally distributed and the mean is known (or
assumed to be known) and the population variance is estimated from the sample.
D) B and C are not correct.
Answer: A
Diff: 3
Page Ref: 471-472
AACSB: Reflective Thinking
LO : 4

89) A one-sample nonparametric goodness-of-fit test to determine whether the observations for a
particular variable could reasonably have come from a particular distribution is the ________.
A) Kolmogorov-Smirnov one-sample test
B) runs test
C) binomial test
D) Mann-Whitney U test
Answer: A
Diff: 3
Page Ref: 478
LO : 5
90) Which of the following tests is not a non-parametric one-sample test?
A) Kolmogorov-Smirnov one-sample test
B) runs test
C) binomial test
D) Mann-Whitney U test
Answer: D
Diff: 3
Page Ref: 478-479
LO : 5
91) When the difference in the location of two populations is to be compared based on
observations from two independent samples, and the variable is measured on an ordinal scale, the
________ can be used.
A) Kolmogorov-Smirnov one-sample test
B) runs test
C) binomial test
D) Mann-Whitney U test
Answer: D
Diff: 3
Page Ref: 478-479
LO : 5
92) A ________ is a test conducted by determining whether the order or sequence in which
observations are obtained is random.
A) Mann-Whitney U test
B) sign test
C) binomial test
D) runs test
Answer: D
Diff: 3
Page Ref: 478
LO : 5
93) The ________ tests the goodness of fit of the observed number of observations in each
category to the number expected under a specified binomial distribution.
A) Mann-Whitney U test
B) sign test
C) binomial test

D) runs test
Answer: C
Diff: 1
LO : 5

Page Ref: 478

94) Which test is not an independent samples test?

A) Kolmogorov-Smirnov two-sample test
B) Wilcoxon matched-pairs signed-ranks test
C) Mann-Whitney U test
D) two-sample median test
Answer: B
Diff: 3
Page Ref: 478-479
AACSB: Reflective Thinking
LO : 5
95) A nonparametric test that analyzes the differences between the paired observations, taking
into account the magnitude of the differences is the ________.
A) Wilcoxon matched-pairs signed-ranks test
B) sign test
C) McNemar test
D) runs test
Answer: A
Diff: 3
Page Ref: 480
LO : 5
96) The ________ test is a nonparametric test for examining differences in the location of two
populations, based on paired observations, that compares only the signs of the differences
between pairs of variables without taking into account the magnitude of the differences.
A) Mann-Whitney U test
B) sign test
C) binomial test
D) runs test
Answer: B
Diff: 1
Page Ref: 481
LO : 5