Chapter 9

Question 1:
When addressing the levels of measurement, it is important to keep in mind the three important
characteristics of numbers. Which one of the following options is NOT applicable?
Select one:
C. Ratio

Question 2:
In a ... scale, the numbers are arbitrarily assigned and merely serve as a label for identification
purposes.
Select one:
A. nominal

Question 3:
The ... scale does not indicate the degree of preference, only whether the specific item performs
less, more, or the same in respect of the attribute being measured.
Select one:
B. ordinal

Question 4:
While completing a questionnaire, Rose came across the following question:
Which retail outlet do you prefer?
Woolworths or Edgars?
Edgars or Truworths?
Truworths or Woolworths?
This is an example of a ...
Select one:
C. paired comparison scale.

Question 5:
The ... technique ranks various objects in order of preference according to the attitude being
tested.
Select one:
A. rank order scaling

Question 6:
When completing a survey, Jake came across the following question:
How would you rate the customer service provided by the employees of Mugg & Bean at the
Menlyn franchise?
Excellent I-------I-------I-------I-------I-------I-------I-------I-------I-------I-------I
Shocking
0 10 20 30 40 50 60 70 80 90 100
Which of the following types of scales is this?
Select one:
D. Graphic rating scale

Question 7:
Which one of the following statements regarding itemized rating scales is true?
Select one:
C. The respondent is given a number of statements about the attitude to be tested.

Question 8:
Which one of the following statements regarding a non-comparative scale are correct?
Select one:
C. The continuous rating scale is generally used in marketing research, particularly to test
the image of brands and organizations.

Question 9:
When selecting a measuring scale, the researcher has to consider various questions. Which ONE
of the following options is usually NOT considered at this stage of the questionnaire design?
Select one:
A. Should the questionnaire be interviewer-administered?

Question 10:
Which one of the following options is necessary to ensure an effective, successful questionnaire?
Select one:
B. the right questions

Question 11:
Various factors have an influence on the questionnaire design. Which ONE of the following
factors will least influence the questionnaire design?
Select one:
B. the size of the sample

Question 12:
When designing a questionnaire, the first important step is to ...
Select one:
B. specify the information needed from the data collection process.

Question 13:
Which one of the following statements regarding the type of questionnaire and method of
administration is true?
Select one:
C. There are four main methods for conducting a questionnaire: through the mail, by
telephone, the personal interview, and the Internet.
Question 14:
When determining the content of each question, the researcher should consider various factors.
One of these factors is ..., which is important because sometimes the respondent may answer the
question to be polite and in so doing provides acceptable but inaccurate information.
Select one:
C. the willingness of the respondent to answer accurately

Question 15:
Jenny is 28 years old and had German as a subject at school. She did quite well, but was not
exposed to the language after school and forgot most of it. When asked to complete a
questionnaire about the German language, she declined. Which of the following options could be
the reason for her response?
Select one:
D. The ability of the respondent to answer the question accurately
 Chapter 10:

Question 1

A ... is a subset of a population (or universe).

Select one:
C. sample

Question 2

A ... refers to those situations where data are obtained from or about every member of the
population of interest.
Select one:
C. census

Question 3

Phindi wants to do research on her entire school learners based on their opinion of the food
served at the cafeteria. She does not want to conduct sample research because she thinks that this
will mean that the quality of her data will not be good. Which option would convince Phindi
otherwise?
Select one:
D. A sample survey is often more accurate than a census survey

Question 4

Philip wants to conduct a study on the freezing point of water below sea level. Sandy, his
assistant, wants to convince him to make use of a sample survey rather than a census because
otherwise he will need to keep testing all the water he can find. Which option is relevant to this
situation?
Select one:
A. A sample survey is more practical

Question 5

A ... is one that is in all aspects a true reflection of the population.

Select one:
D. representative sample

Question 6

Maxine is doing research in a mall regarding the customers’ perception of the layout of the mall.
She approaches anyone that is in a specific part of the mall. Which option relates to this
situation?
Select one:
C. Non-probability sampling method

Question 7

Pierre calculates the ... by dividing the standard deviation of the sample estimate by the square
root of the sample size.
Select one:
B. standard error

Question 8

Pieter wants to compare a number of sampling methods to see which would suit his study. What
will he have to do to compare the various sampling methods?
Select one:
B. Statistical efficiency

Question 9

Sasha owns a restaurant in the city. She wants to do a survey on the preferences of the lunch time
patrons. She wants to do a survey on only those that visit her restaurant on a Monday and will
then take those opinions as an overall opinion of the population. What is she doing by accepting
these opinions as an overall view?
Select one:
B. Generalization

Question 10

There are a total of 50 wheat farmers in the Baviaanskloof farming community during 2015.
Sandy wants to do a survey on the qualifications of the farmers in the area and is able to ask each
and every farmer. Which group is Sandy conducting research on?
Select one:
D. Population

Question 11

Which step follows “Determine the sample size” in the sampling process?
Select one:
B. Select the sample elements

Question 12

During which step in the sampling process are a list created that contains all sample units that are
available for selection?
Select one:
D. Step 3

Question 13

During which step of the sampling process would foreign elements that are listed but do not form
part of the population be investigated?
Select one:
B. Step 3

Question 14

Mandy wants to do research on the patient’s perceptions on the service quality in public
healthcare. She would like to know if there is a difference in the patient’s perceptions based on
gender and race. What type of sampling method would she mostly likely make use of?
Select one:
A. Quota sampling

Question 15

Mangi wants to do research on the mall visitors’ perception of the local mall. He wants to use
any individual that walks past him and that is willing to complete the survey. What sampling
method would Mangi then be using?
Select one:
C. Convenience sampling

Question 16

... refers to the difference between a statistic value that is generated through a sampling
procedure and the parameter value, which can be determined only through a census study.
Select one:
C. Sample error

Question 17

Before specifying the confidence level in using the statistical method to determine the sample
size, the researcher would have to ...
Select one:
A. determine the tolerable error that will be accepted between sample estimate and
population parameter.

Question 18

Which option is NOT important for successful sampling?

Select one:
B. Selecting researchers to do the sampling

Question 19

What requirements must the sample frame meet in order to be considered reliable?
Select one:
C. All the elements and strata of the population are representative, including age, gender,
geographic area and employment groups amongst others.

Question 20

Which probability sampling method relates to “researcher first divides the population into
various groups or clusters of elements and then draws a representative sample using the random
selection method”?
Select one:
C. Cluster sampling

Question 21

Which option is correct comparing a sample survey with a census survey for the same
population?
Select one:
D. a sample survey costs less.

Question 22

A research project amongst vegetable growers registered to provide vegetables to the Fruit and
vegetables market in the Mpumalanga province is conducted to determine the use of insecticides,
plant feeding as well as organic growing. In this scenario a list of all registered vegetable farmers
supplying to the market will be the …
Select one:
D. sample frame

Question 23

In survey research the difference between the sample value and population value is known as the
...
Select one:
C. sample error

Question 24

Researching eco- and consumer friendly farming methods, you have to draw a sample from all
vegetable growers registered as suppliers to the Fresh Fruit and Vegetable Market in
Johannesburg. You decided to only select farmers producing organic vegetables to be part of the
sample as you believe their input will add the most value to your research objectives. This type
of sampling is known as ...
Select one:
D. judgement sampling
 Chapter 11

Question 1:
After deciding on the data-gathering method, finalizing the questionnaire and drawing the
sample, it is time to ...
Select one:
A. plan and organize the fieldwork.

Question 2:
A fieldwork program will outline the following information:
Select one:
C. operators’ sub-districts and transportation methods.

Question 3:
Which one of the following questions is NOT applicable when planning the fieldwork?
Select one:
D. What should the sequence of the questions in the questionnaire be?

Question 4:
With regards to the sample design, the further apart the sample units, the more travelling will
have to be done, which leads to ...
Select one:
B. an increase in cost, time and manpower requirements.

Question 5:
Jessica is conducting research in completion of a very specific, complicated study. She was
planning on asking family members to act as fieldworkers, but while planning and organizing her
fieldwork, she realized that this might not contribute to accurate and reliable data. Which one of
the following questions is most likely to have led Jessica to believe that more experienced
fieldworkers should rather be used?
Select one:
B. What requirements must the fieldworkers meet?

Question 6:
Which one of the following statements regarding the preparation of fieldwork is true?
Select one:
D. It may be necessary to prepare official documents in which the authorities acknowledge
the research in their relative areas of jurisdiction.

Question 7:
The ... play(s) a very important role in determining the quality of the responses obtained.
Select one:
D. fieldworkers

Question 8:
Before selecting any fieldworkers, a proper recruitment process must be implemented that takes
into account the needs of ...
Select one:
C. each research method.

Question 9:
Fieldworkers are not responsible for ...
Select one:
B. obtaining ethical clearance.

Question 10:
The following requirements can be used as guidelines in the selection and recruitment of
fieldworkers:
Select one:
D. communication, adaptability and acceptability

Question 11:
A good fieldworker should have ... suggesting that he or she must not get emotionally involved
or easily upset, and must instill confidence so that respondents feel free to air their opinions.
Select one:
B. emotional control

Question 12:
A satisfactory training program takes place in three stages. Which one of the following options is
usually NOT part of the training program?
Select one:
C. Fieldworkers attend a team-building session.

Question 13:
Which one of the following guidelines can be used during the control and evaluation of
fieldworkers?
Select one:
D. If personal supervision is not practically possible or is too expensive, the questionnaires
should be sent to the supervisor on a regular basis.

Question 14:
Which one of the following statements regarding using a third party for fieldwork is correct?
Select one:
B. The administrative procedures for handling the project in the field must be agreed upon
in writing before starting the fieldwork.
 CHAPTER 12

MCQ

Question 1 Once the data has been collected...

• B. it needs to be captured for analysis.

Question 2 Validation is a process to ensure that the data is...

• C. reliable and accurate.

Question 3 Why is it necessary to perform the editing process?

• D. To ensure the correctness and completeness of the questionnaire.

Question 4 Why is the reputation of the interviewers evaluated?

• C. To ensure that the interview was conducted according to the correct sampling procedure.

Question 5 Which one of the following is a criterion that the researcher needs to take into account
when editing questionnaires?

• D. inconsistencies regarding respondent s.

Question 6 What should a researcher do when dealing with unsatisfactory responses or questionnaires?

• B. Discard unsatisfactory parts of the questionnaire.

Question 7 Sandy has started the coding process and wants to indicate gender by means of a 1 for males
and a 2 for females. Which step in the coding process will this take place?

• D. Step 3.

Question 8 What is the aim of post-coding?

• A. To specify the categories into which the s in the questionnaire can be placed.
Question 9 Which option relates to capturing a value that does not reflect in the scale?

• B. Inclusion of foreign data.

Question 10 Which coding and capturing error relates to the same values being entered more than
once?

• B. Records are not in sequence.

Question 11 Megan is working on a statistical software package and notices a value of 25 entered in the
age group 50-60. This must be an error of...

• B. data transposition.

Question 12 What are you validating when calculating frequencies for each category?

• C. Nominal variables.

Question 13 What would you be validating when calculating the means as well as maximum and
minimum values?

• B. Continuous variable.

Question 14 Mandy is drawing a cross-tabulation with frequencies in order to validate...

• A. inconsistent and contradictory responses.

Question 15 What type of cleaning would Nthabeleng use to check for inconsistencies like a Grade 10
qualification but occupation marked as statistician?

• A. Checking for inconsistent and contradictory responses.

Question 16 If a respondent's suggests they earn R300,000 as a tractor driver, this would have to be
corrected by...

• D. Checking for extreme s.

Question 17 The ... facility in the statistical package can be used to rectify errors.
 • B. Recoding.

Question 18 Which issue do you have to consider when using data from databases?

• C. The data must be cleaned and validated even when extracted.

Question 19 Why is data analysis an important step in the marketing research process?

• D. It converts the gathered raw data into meaningful information.

Question 20 The raw data is meaningless and must be ... and ... before being analysed.

• C. prepared; processed.

Question 21 Validation of data makes use of check backs. Check back means...

• D. 10 – 20% of the respondents are called back to confirm if they were interviewed.

Question 22 Editing of fieldwork data...

• A. is a process of checking the correctness and completeness of all questionnaires.

Question 23 Data categorizing where raw data is converted into symbols, usually numbers, which are
entered into a computer and tabulated are known as...

• B. coding.

Question 24 Raw data is ready for processing and analysis after...

• A. cleaning.
 CHAPTER 15

MCQ

Question 1
The ... is very important because it is usually the only aspect of the research project that the
management of the enterprise sees.

A. research report

Question 2
The meaning and value given to the research results and process depend on ...

C. the interpretation of the results

Question 3
... means the transformation of the research results into integrated and meaningful general conclusions
and findings.

D. Interpretation

Question 4
When interpreting the results the researcher must make three decisions. Which one of the following
options is irrelevant?

C. Decide which questions in the data collection instrument could have been phrased differently.

Question 5
Lucas conducted research on the experience visitors to the Kruger National Park had when visiting the
Park during the last two years. He collected data from 500 visitors and came to conclusions based on the
general population. This is an example of ...

A. generalisation
Question 6
Which one of the following statements is true?

B. The research report is a summary of the entire research project and is used to communicate with
the reader.

Question 7
A good research report must be ... , referring to the correctness of the information contained in the
report.

D. accurate

Question 8
A good research report must have ... , referring to the phrasing in the report, which should be precise
and understandable.

C. clarity

Question 9
A research report’s format is influenced by various factors, NOT including ...

D. the results and findings of the study.

Question 10
The title of the research report must be explanatory as its main function is to indicate ...

B. what is contained in the research project.

Question 11
In addition to the title, the title page should include the following

B. the name of the researcher, the research institution and the place and date of the report.
Question 12
Which one of the following statements regarding the letter of authorisation is true?

A. The letter includes details of the person responsible and the resources available for the project.

Question 13
Which one of the following statements regarding the executive summary is the most accurate?

B. An executive summary is a short synopsis of the contents and purpose of the research project.

Question 14
The methodology section of the research report contains, among others, a section on ... which relates to
all applicable information about the method used to gather the data.

B. data-collecting methods

Question 15
In the methodology, the section on ... could include for example sample errors and sample units, as well
as respondents who did not want to co-operate during the research project.

B. the sample and fieldwork procedures

Question 16
Which one of the following options should NOT be placed in an Appendix to the research report?

B. alternative hypotheses

Question 17
Which one of the following guidelines should be followed when writing a research report?

D. Structure the report in a logical and systematic way.

Question 18
The oral report is usually used to ... the written report.

C. complement

Question 19
Which one of the following hints is useful when presenting an oral report?

D. Begin the presentation by giving an overview of the presentation.

Question 20
During the oral report, in question time, the researcher must be sure to avoid ...

A. faking s when the correct is unknown.

Question 21
Which option is correct? Interpreting research results the following decision needs to be made

C. to what degree does the data support the original hypothesis and theory on which it is based?

Question 22
An absolute representative sample is a scientific prerequisite …

C. for the generalisation of results and interpretations.

Question 23
The primary purpose of the research report is to communicate the research findings in an
understandable and scientific manner to decision makers. In so doing the report should meet the criteria
of clarity which mean that ...

B. the phrasing in the report should be precise and understandable.

Question 24
The primary purpose of the research report is to communicate the research findings in an
understandable and scientific manner to decision makers. In so doing the report should meet the criteria
of conciseness which mean that ...

D. the report should cover all the objectives set out in the initial brief and provide the readers with all
the information required in a language they understand.

Question 25
The primary purpose of the research report is to communicate the research findings in an
understandable and scientific manner to decision makers. In so doing the report should meet the criteria
of completeness which mean that ...

B. the report should be complete, in the sense that it can stand alone without any additional
clarification.