Marketing Research: An Applied Orientation, 6e (Malhotra)

Chapter 14 Data Preparation

1) The data preparation process begins after the fieldwork is done.

Answer: FALSE
Diff: 2 Page Ref: 419
LO : 1

2) The data-preparation process is guided by the preliminary plan of data that was formulated in
the research design phase.
Answer: TRUE
Diff: 2 Page Ref: 420
LO : 1

3) The initial step in questionnaire checking involves a check of all questionnaires for
completeness and interviewing quality.
Answer: TRUE
Diff: 1 Page Ref: 420-421
LO : 2

4) If quotas or cell group sizes have not been met, additional interviews should be conducted in
the underrepresented cells before the data are edited.
Answer: TRUE
Diff: 2 Page Ref: 420-421
LO : 2

5) At the editing stage, the researcher makes a preliminary check for consistency.
Answer: TRUE
Diff: 2 Page Ref: 421
LO : 2

6) Unsatisfactory respondents may differ from satisfactory respondents in systematic ways and
the decision to designate a respondent as unsatisfactory may be subjective. Both of these factors
bias the results.
Answer: TRUE
Diff: 2 Page Ref: 422
LO : 2

7) When entering respondent data into a spreadsheet, each column contains the data for one
respondent.
Answer: FALSE
Diff: 1 Page Ref: 422-425
LO : 3

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8) The following codes should be included for each respondent: project code, interviewer code,
date and time codes, category codes, and validation code.
Answer: FALSE
Diff: 2 Page Ref: 422-425
LO : 3

9) If possible, standard codes should be used for missing data.

Answer: TRUE
Diff: 1 Page Ref: 422-425
LO : 3

10) Missing value codes should be distinct from the codes assigned to the legitimate responses.
Answer: TRUE
Diff: 1 Page Ref: 422-425
LO : 3

11) When setting up the code book for a questionnaire, you would allow 2 columns to code the
response to the question
"Do you have a valid passport? 1. yes 2. no"
Answer: FALSE
Diff: 2 Page Ref: 422-425
LO : 3

12) A codebook contains coding instructions and the necessary information about variables in
the data set. It guides the coders in their work and helps the researcher to properly identify and
locate the variables.
Answer: TRUE
Diff: 1 Page Ref: 422-425
LO : 3

13) Given the time and cost constraints, as well as the fact that experienced keypunch operators
are quite accurate, it is sufficient to verify only 15-25 percent of the data entered by
keypunching.
Answer: FALSE
Diff: 2 Page Ref: 427-428
LO : 4

14) Scanning of questionnaires has allowed Princess Cruises to increase the accuracy of their
survey results.
Answer: TRUE
Diff: 1 Page Ref: 427-428
LO : 4

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15) The selection of data-transcription method is guided by the type of interviewing method used
and the availability of equipment.
Answer: TRUE
Diff: 1 Page Ref: 427-428
AACSB: Reflective Thinking
LO : 4

16) Data cleaning includes consistency checks and treatment of missing responses. The checks
at this stage are less extensive than the checks made during editing.
Answer: FALSE
Diff: 2 Page Ref: 429-430
LO : 4

17) Computer packages like SPSS, SAS, EXCEL, and MINITAB can be programmed to identify
out-of-range values for each variable and print related code information to make it easy to check
each variable systematically for out-of-range values.
Answer: TRUE
Diff: 2 Page Ref: 439
AACSB: Use of IT
LO : 10

18) Responses can be logically inconsistent.

Answer: TRUE
Diff: 2 Page Ref: 429-430
LO : 4

19) All extreme values result from errors and point to problems with the data.
Answer: FALSE
Diff: 3 Page Ref: 429-430
LO : 4

20) Missing responses represent values of a variable that are unknown, either because
respondents provided ambiguous answers or their answers were not properly recorded.
Answer: TRUE
Diff: 2 Page Ref: 429-430
AACSB: Reflective Thinking
LO : 4

21) Treatment of missing responses poses problems, particularly if the proportion of missing
responses is more than 10 percent.
Answer: TRUE
Diff: 2 Page Ref: 429-430
LO : 4

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22) The value 1.0 represents the weighted case.
Answer: FALSE
Diff: 1 Page Ref: 430-431
LO : 5

23) The effect of weighting is to increase or to decrease the number of cases in the sample that
possess certain characteristics.
Answer: TRUE
Diff: 1 Page Ref: 430-431
LO : 5

24) When utilizing weighting, categories underrepresented in the sample receive lower weights,
whereas overrepresented categories receive higher weights.
Answer: FALSE
Diff: 2 Page Ref: 430-431
LO : 5

25) The purpose of respecification is to create variables that are consistent with the objectives of
the study.
Answer: TRUE
Diff: 2 Page Ref: 431-432
LO : 5

26) Square root and log transformations are seldom used in the respecification of variables.
Answer: FALSE
Diff: 2 Page Ref: 432-433
AACSB: Analytic Skills
LO : 5

27) An important variable respecification procedure involves the use of dummy variables.
Answer: TRUE
Diff: 2 Page Ref: 432
LO : 5

28) The use of dummy variables refers to a respecification procedure using variables that take on
only two values, usually 0 or 1.
Answer: TRUE
Diff: 2 Page Ref: 432
AACSB: Analytic Skills
LO : 5

29) Dummy variables are used to respecify categorical variables.

Answer: TRUE
Diff: 2 Page Ref: 432
LO : 5

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30) The general rule for respecifying categorical variables with K categories is that K dummy
variables are needed.
Answer: FALSE
Diff: 2 Page Ref: 432
AACSB: Analytic Skills
LO : 5

31) When respecifying a categorical variable with K categories, only K - 1 dummy variables are
needed because only K - 1 categories are independent.
Answer: TRUE
Diff: 2 Page Ref: 432
AACSB: Analytic Skills
LO : 5

32) To standardize a scale Xi, we first subtract the mean, , from each score and divide by the
standard error, S .
Answer: FALSE
Diff: 3 Page Ref: 432-433
AACSB: Analytic Skills
LO : 5

33) Standardized zi scores can be obtained as: Zi = (X - )/s.

Answer: TRUE
Diff: 2 Page Ref: 432-433
AACSB: Analytic Skills
LO : 5

34) Statistical techniques can be classified as univariate or multivariate.

Answer: TRUE
Diff: 1 Page Ref: 434-435
LO : 7

35) Univariate techniques can be classified based on whether the data are metric or nonmetric.
Answer: TRUE
Diff: 1 Page Ref: 434-435
AACSB: Analytic Skills
LO : 7

36) Metric data are measured on a nominal or ordinal scale.

Answer: FALSE
Diff: 1 Page Ref: 434-435
AACSB: Analytic Skills
LO : 7

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37) Nonmetric data are measured on an interval or ratio scale.
Answer: FALSE
Diff: 1 Page Ref: 434-435
AACSB: Analytic Skills
LO : 7

38) When using univariate techniques, the number of samples is determined based on how the
data are treated for the purpose of analysis, not based on how the data were collected.
Answer: TRUE
Diff: 2 Page Ref: 434-435
AACSB: Analytic Skills
LO : 7

39) Univariate techniques can be classified as dependence techniques or interdependence

techniques.
Answer: FALSE
Diff: 1 Page Ref: 434-435
AACSB: Analytic Skills
LO : 7

40) Analysis of interobject similarity can be conducted by cluster analysis and multiple
discriminant analysis.
Answer: FALSE
Diff: 2 Page Ref: 434-435
AACSB: Analytic Skills
LO : 7

41) In interdependence techniques, the variables are classified as dependent or independent.

Answer: FALSE
Diff: 2 Page Ref: 434-435
AACSB: Analytic Skills
LO : 7

42) The major technique for examining variable interdependence is factor analysis.
Answer: TRUE
Diff: 1 Page Ref: 434-435
AACSB: Analytic Skills
LO : 7

43) When conducting international marketing research, enough data must be obtained from each
individual to allow analysis at the individual level.
Answer: TRUE
Diff: 1 Page Ref: 436
AACSB: Multicultural and Diversity
LO : 8

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44) Within-country analysis is also referred to as intercultural analysis.
Answer: FALSE
Diff: 2 Page Ref: 436
AACSB: Multicultural and Diversity
LO : 8

45) Consider the example of a respondent who indicates an extremely favorable attitude toward
spectator sports on all of the positively worded statements in a survey and an extremely negative
attitude on statements that were reversed. Decisions whether such respondents should be
discarded, that is, not included in the analysis, can raise ethical concerns. A good rule of thumb
is to make such decisions during the data-preparation phase before conducting the analysis.
Answer: TRUE
Diff: 3 Page Ref: 437
AACSB: Ethical Reasoning
LO : 9

46) The objective of Pancultural analysis is to assess the comparability of findings from one
country to another.
Answer: FALSE
Diff: 2 Page Ref: 436
AACSB: Multicultural and Diversity
LO : 8

47) When doing international research, differences in means, differences in distribution, and
differences in variance should be assessed.
Answer: TRUE
Diff: 2 Page Ref: 436
AACSB: Multicultural and Diversity
LO : 8

48) Ethical issues that arise during the data preparation and analysis step of marketing research
process pertain mainly to the researcher.
Answer: TRUE
Diff: 2 Page Ref: 437
AACSB: Ethical Reasoning
LO : 9

49) Information useful for formulating a data analysis strategy is not readily available on the
internet.
Answer: FALSE
Diff: 2 Page Ref: 439
AACSB: Use of IT
LO : 10

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50) SPSS Data Entry allows you to verify that respondents have answered completely by setting
rules. These rules can be used on existing datasets to validate and check the data only of
questionnaires that were constructed in Data Entry.
Answer: FALSE
Diff: 2 Page Ref: 439
AACSB: Use of IT
LO : 10

51) SPSS Missing Values Analysis can assist in diagnosing missing values and replacing missing
values with estimates. The missing values can also be treated within the context of the SPSS
Base module.
Answer: TRUE
Diff: 2 Page Ref: 439
AACSB: Use of IT
LO : 10

52) Which of the following is not a step in the data-preparation process?

A) editing
B) select a sampling technique
C) transcribing
D) data cleaning
Answer: B
Diff: 2 Page Ref: 420-421
LO : 1

53) If you are counting and classifying questionnaires to determine if quotas and cell group sizes
have been met, you are at the ________ step of the data-preparation process.
A) questionnaire checking
B) coding
C) data cleaning
D) editing
Answer: A
Diff: 2 Page Ref: 420-421
LO : 2

54) A questionnaire returned from the field may be unacceptable for several reasons. Which of
the reasons below is not one of those reasons?
A) Parts of the questionnaire may be incomplete.
B) The returned questionnaire is physically incomplete.
C) The questionnaire is answered by someone who does not qualify for participation.
D) The questionnaire does not uplift, motivate, or encourage the respondent to become involved.
Answer: D
Diff: 2 Page Ref: 420-421
AACSB: Reflective Thinking
LO : 2

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55) If you discover that a respondent has consistently checked the same response on a series of
scales or that skip patterns were not followed on a questionnaire, more than likely you are
participating in the ________ step of the data-preparation process.
A) coding
B) data cleaning
C) questionnaire checking
D) editing
Answer: C
Diff: 2 Page Ref: 420-421
LO : 2

56) The ________ step of the data-preparation process consists of screening questionnaires to
identify illegible, incomplete, inconsistent, or ambiguous responses.
A) coding
B) data cleaning
C) questionnaire checking
D) editing
Answer: D
Diff: 2 Page Ref: 421
LO : 2

57) During a preliminary check for consistency, you found a respondent had reported an annual
income of less than $20,000, yet indicated frequent shopping at prestigious department stores
such as Saks Fifth Avenue and Neiman Marcus. You are at the ________ step of the data-
preparation process.
A) coding
B) data cleaning
C) questionnaire checking
D) editing
Answer: D
Diff: 3 Page Ref: 421
AACSB: Reflective Thinking
LO : 2

58) Unsatisfactory responses uncovered in the editing stage of the data-preparation process are
commonly handled by doing any of the following except ________.
A) recoding unsatisfactory responses
B) assigning missing values
C) discarding unsatisfactory responses
D) returning to the field to get better data
Answer: A
Diff: 2 Page Ref: 422
AACSB: Reflective Thinking
LO : 2

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59) Which treatment of unsatisfactory responses is particularly attractive for business and
industrial marketing surveys where the sample sizes are small and the respondents are easily
identifiable?
A) returning to the field to get better data
B) recoding unsatisfactory responses
C) discarding unsatisfactory responses
D) assigning missing values
Answer: A
Diff: 2 Page Ref: 422
AACSB: Reflective Thinking
LO : 2

60) Which treatment of unsatisfactory responses is desirable if (1) the number of respondents
with unsatisfactory responses is small; (2) the proportion of unsatisfactory responses for each of
these respondents is small; or (3) the variables with unsatisfactory responses are not the key
variables?
A) returning to the field to get better data
B) classifying and counting questionnaires accordingly
C) discarding unsatisfactory responses
D) assigning missing values
Answer: D
Diff: 3 Page Ref: 422
AACSB: Reflective Thinking
LO : 2

61) Which treatment of unsatisfactory responses is desirable if (1) the unsatisfactory respondents
do not differ from satisfactory respondents in obvious ways (e.g., demographics, product usage
characteristics), (2) the proportion of unsatisfactory responses for each of these respondents is
large, or (3) responses on key variables are missing?
A) returning to the field to get better data
B) classifying and counting questionnaires accordingly
C) discarding unsatisfactory responses
D) assigning missing values
Answer: C
Diff: 3 Page Ref: 422
AACSB: Reflective Thinking
LO : 2

62) ________ is the assignment of a code to represent a specific response to a specific question
along with the data record and column position that code will occupy.
A) Coding
B) Data cleaning
C) Assignment of missing values
D) Editing
Answer: A
Diff: 1 Page Ref: 422-425
LO : 3

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63) A code in which the number of records for each respondent are the same, and the same data
appear in the same columns for all respondents, is a ________.
A) respondent code
B) fixed-field code
C) category code
D) record code
Answer: B
Diff: 2 Page Ref: 422-425
LO : 3

64) The general guidelines for coding unstructured questions and questionnaires include all of
the following except ________.
A) category codes should be mutually exclusive and collectively exhaustive
B) category codes should be assigned for critical issues even if no one has mentioned them
C) answers should be abbreviated as much as possible
D) data should be coded to retain as much detail as possible
Answer: C
Diff: 2 Page Ref: 422-425
AACSB: Reflective Thinking
LO : 3

65) A codebook generally contains all of the following information except ________.
A) record number
B) category number
C) instructions for coding
D) variable name
Answer: B
Diff: 2 Page Ref: 422-425
AACSB: Reflective Thinking
LO : 3

66) ________ involves transferring the coded data from the questionnaires or coding sheets onto
disks or magnetic tapes, or directly into computers by keypunching.
A) Coding data
B) Editing data
C) Transcribing data
D) Data Cleaning
Answer: C
Diff: 2 Page Ref: 427-428
LO : 4

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67) If the data have been collected via ________, transcribing data is unnecessary because the
data are entered directly into the computer.
A) CATI
B) mark sense forms
C) CAPI
D) Both A and C are correct.
Answer: D
Diff: 2 Page Ref: 427-428
AACSB: Use of IT
LO : 4

68) ________ require(s) responses to be recorded with a special pencil in a pre-designated area
coded for that response.
A) CATI or CAPI
B) Computerized sensory systems
C) Mark sense forms
D) Optical scanning
Answer: C
Diff: 2 Page Ref: 427-428
AACSB: Use of IT
LO : 4

69) ________ involves direct machine reading of the codes and simultaneous transcription.
A) CATI or CAPI
B) Computerized sensory systems
C) Mark sense forms
D) Optical scanning
Answer: D
Diff: 2 Page Ref: 427-428
AACSB: Use of IT
LO : 4

70) ________ utilizes questions that appear on a computerized gridpad. The responses are
recorded directly into the computer using a sensing device.
A) CATI or CAPI
B) Computerized sensory systems
C) Mark sense forms
D) Optical scanning
Answer: B
Diff: 2 Page Ref: 427-428
AACSB: Use of IT
LO : 4

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71) Respondents have been asked to express their degree of agreement with a series of lifestyle
statements on a 1-to-5 scale, assuming that 9 has been designated for missing values, data values
of 0, 6, 7, and 8 are out of range. Where in the data-preparation process might any out-of-range
data be caught?
A) coding
B) transcribing
C) data cleaning
D) statistically adjusting the data
Answer: C
Diff: 2 Page Ref: 429-430
LO : 4

72) Respondents have been asked to express their degree of agreement with a series of lifestyle
statements on a 1-to-5 scale, assuming that 9 has been designated for missing values, data values
of 0, 6, 7, and 8 are out of range. Where in the data cleaning process might any out-of-range data
be caught?
A) consistency checks
B) returning to the field
C) treatment of missing responses
D) Both A and C are correct.
Answer: A
Diff: 2 Page Ref: 429-430
LO : 4

73) Which of the following is an option available for the treatment of missing values?
A) substitute a neutral value
B) substitute an imputed response
C) Both A and B are correct.
D) returning to the field
Answer: C
Diff: 2 Page Ref: 429-430
AACSB: Analytic Skills
LO : 4

74) If the researcher uses the mean response for the missing value, he/she is using which option
for the treatment of missing values?
A) returning to the field
B) casewise deletion
C) substitute an imputed response
D) substitute a neutral value
Answer: D
Diff: 2 Page Ref: 429-430
AACSB: Analytic Skills
LO : 4

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75) Which option for the treatment of missing values involves the researcher using the
respondents' pattern of responses to calculate a suitable response to the missing questions?
A) returning to the field
B) casewise deletion
C) substitute an imputed response
D) substitute a neutral value
Answer: C
Diff: 1 Page Ref: 429-430
AACSB: Analytic Skills
LO : 4

76) Which option for the treatment of missing values involves cases, or respondents, with any
missing responses being discarded from the analysis?
A) returning to the field
B) casewise deletion
C) pairwise deletion
D) substitute a neutral value
Answer: B
Diff: 1 Page Ref: 429-430
AACSB: Analytic Skills
LO : 4

77) Which option for the treatment of missing values involves the researcher using only cases or
respondents with complete responses for each calculation?
A) returning to the field
B) casewise deletion
C) pairwise deletion
D) substitute a neutral value
Answer: C
Diff: 2 Page Ref: 429-430
AACSB: Analytic Skills
LO : 4

78) The effect of ________ is to increase or decrease the number of cases in the sample that
possess certain characteristics.
A) weighting
B) variable respecification
C) scale transformation
D) standardization
Answer: A
Diff: 2 Page Ref: 430-431
AACSB: Analytic Skills
LO : 5

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79) In ________, each case or respondent in the database is assigned a weight to reflect its
importance relative to other cases or respondents.
A) standardization
B) variable respecification
C) scale transformation
D) weighting
Answer: D
Diff: 1 Page Ref: 430-431
AACSB: Analytic Skills
LO : 5

80) You would use weighting under which circumstance?

A) to create new variables that are composites of several other variables
B) to adjust the sample so that greater importance is attached to respondents with certain
characteristics
C) to compare attitudinal scores measured on a seven-point semantic differential scale with
lifestyle or image scores measured on a five-point Likert scale
D) none of the above
Answer: B
Diff: 2 Page Ref: 430-431
AACSB: Analytic Skills
LO : 5

81) If in conducting a study to determine what modifications should be made on an existing

product the researcher assigns weights of 4.0 to heavy users, 3.0 to medium users, 2.0 to light
users, and 1.0 to nonusers. Which group's opinion has greater importance?
A) nonusers
B) light users
C) medium users
D) heavy users
Answer: D
Diff: 1 Page Ref: 431-432
AACSB: Analytic Skills
LO : 5

82) ________ involves the transformation of data to create variables or modify existing
variables.
A) Standardization
B) Variable respecification
C) Scale transformation
D) Weighting
Answer: B
Diff: 2 Page Ref: 431-432
LO : 5

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83) Dummy variables are also called all of the names below except ________.
A) binary
B) instrumental
C) quantitative
D) dichotomous
Answer: C
Diff: 3 Page Ref: 431-432
LO : 5

84) You would use variable respecification under which circumstance?

A) to create new variables that are composites of several other variables
B) to adjust the sample so that greater importance is attached to respondents with certain
characteristics
C) to compare attitudinal scores measured on a seven-point semantic differential scale with
lifestyle or image scores measured on a five-point Likert scale
D) none of the above
Answer: A
Diff: 2 Page Ref: 431-432
AACSB: Analytic Skills
LO : 5

85) ________ involves a manipulation of scale values to ensure comparability with other scales
or otherwise make the data suitable for analysis.
A) Standardization
B) Variable respecification
C) Scale transformation
D) Weighting
Answer: C
Diff: 2 Page Ref: 432-433
AACSB: Analytic Skills
LO : 5

86) You would use scale transformation under which circumstance?

A) to create new variables that are composites of several other variables
B) to adjust the sample so that greater importance is attached to respondents with certain
characteristics
C) to compare image variables measured on a seven-point semantic differential scale with
attitude variables measured on a continuous rating scale and lifestyle variables measured on a
five-point Likert scale
D) none of the above
Answer: C
Diff: 2 Page Ref: 432-433
AACSB: Analytic Skills
LO : 5

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87) Which statement is not true about standardization?
A) The standardized scale will have a mean of zero and a standard deviation of 1.
B) Standardization allows the researcher to compare variables that have been measured using
different types of scales.
C) Standardization is the process of correcting data to reduce them to the same scale by
subtracting the sample mean and dividing by the standard error.
D) Standardization is the process of correcting data to reduce them to the same scale by
subtracting the sample mean and dividing by the standard deviation.
Answer: C
Diff: 2 Page Ref: 432-433
AACSB: Analytic Skills
LO : 5

88) Which is not a part of the process of selecting a data analysis strategy?
A) known characteristics of the data
B) classification of statistical techniques
C) background and philosophy of the researcher
D) properties of statistical techniques
Answer: B
Diff: 3 Page Ref: 433-434
LO : 6

89) ________ are appropriate when there is a single measurement of each element in the sample,
or there are several measurements of each element but each variable is analyzed in isolation.
A) Interdependence techniques
B) Dependence techniques
C) Multivariate techniques
D) Univariate techniques
Answer: D
Diff: 2 Page Ref: 434-435
LO : 7

90) ________ are suitable for analyzing data when there are two or more measurements of each
element and the variables are analyzed simultaneously.
A) Interdependence techniques
B) Dependence techniques
C) Multivariate techniques
D) Univariate techniques
Answer: C
Diff: 2 Page Ref: 434-435
LO : 7

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91) Data that are interval or ratio in nature are ________.
A) metric data
B) independent data
C) nonmetric data
D) paired data
Answer: A
Diff: 2 Page Ref: 434-435
LO : 7

92) Data derived from a nominal or ordinal scale are ________.

A) metric data
B) independent data
C) nonmetric data
D) paired data
Answer: C
Diff: 2 Page Ref: 434-435
LO : 7

93) Univariate techniques can be classified based on ________.

A) whether the data are metric or nonmetric
B) whether one, two, or more than two samples are involved
C) whether interdependence techniques or dependence techniques are to be used
D) A and B are correct
Answer: D
Diff: 3 Page Ref: 434-435
AACSB: Analytic Skills
LO : 7

94) When utilizing univariate techniques, for the purpose of analysis, data pertaining to different
groups of respondents, e.g., males and females, are generally treated as ________ samples while
the samples are ________ when the data for the two samples relate to the same group of
respondents.
A) metric; paired
B) independent; metric
C) independent; paired
D) paired; independent
Answer: C
Diff: 2 Page Ref: 434-435
AACSB: Analytic Skills
LO : 7

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95) When utilizing univariate techniques, the samples are ________ if they are drawn randomly
from different populations.
A) metric data
B) independent
C) nonmetric data
D) paired
Answer: B
Diff: 2 Page Ref: 434-435
AACSB: Analytic Skills
LO : 7

96) When utilizing univariate techniques, the samples are ________ when the data for the two
samples relate to the same group of respondents.
A) metric data
B) independent
C) nonmetric data
D) paired
Answer: D
Diff: 2 Page Ref: 434-435
AACSB: Analytic Skills
LO : 7

97) When utilizing univariate techniques, for metric data, when there is (are) ________ the z test
and the t test can be used.
A) only one sample
B) two independent samples
C) more than two independent samples
D) A and B are correct
Answer: D
Diff: 3 Page Ref: 434-435
AACSB: Analytic Skills
LO : 7

98) When utilizing univariate techniques, for metric data, when there is (are) ________, one-way
analysis of variance (one-way ANOVA) can be used.
A) only one sample
B) two independent samples
C) more than two independent samples
D) two or more related samples
Answer: C
Diff: 3 Page Ref: 434-435
AACSB: Analytic Skills
LO : 7

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99) When utilizing univariate techniques, for metric data, when there is (are) ________, the
paired t test can be used.
A) only one sample
B) two independent samples
C) more than two independent samples
D) two or more related samples
Answer: D
Diff: 3 Page Ref: 434-435
AACSB: Analytic Skills
LO : 7

100) When utilizing univariate techniques, for nonmetric data, when there is (are)________, chi-
square, Mann-Whitney, Median, K-S, and K-W one-way ANOVA tests can be used.
A) only one sample
B) two independent samples
C) more than two dependent samples
D) two or more related samples
Answer: B
Diff: 3 Page Ref: 434-435
AACSB: Analytic Skills
LO : 7

101) When utilizing univariate techniques, for nonmetric data, when there is (are)________,
sign, McNemar, and Wilcoxon tests can be used.
A) only one sample
B) two independent samples
C) more than two dependent samples
D) two or more related samples
Answer: D
Diff: 3 Page Ref: 434-435
AACSB: Analytic Skills
LO : 7

102) Univariate techniques can be classified based on ________.

A) whether the data are metric or nonmetric
B) whether one, or two or more samples are involved
C) whether interdependence techniques or dependence techniques are to be used
D) A and B are correct
Answer: D
Diff: 3 Page Ref: 434-435
AACSB: Analytic Skills
LO : 7

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103) ________ are appropriate when one or more variables can be identified as dependent
variables and the remaining are independent variables.
A) Interdependence techniques
B) Dependence techniques
C) Multivariate techniques
D) Univariate techniques
Answer: B
Diff: 2 Page Ref: 434-435
AACSB: Analytic Skills
LO : 7

104) ________ are statistical techniques that attempt to group data based on underlying
similarity, and thus allow for interpretation of the data structures. No distinction is made as to
which variables are dependent and which are independent.
A) Interdependence techniques
B) Dependence techniques
C) Multivariate techniques
D) Univariate techniques
Answer: A
Diff: 2 Page Ref: 434-435
AACSB: Analytic Skills
LO : 7

105) For multivariate statistical techniques, when there is ________, cross-tabulation, analysis of
variance and covariance, regression, two-group discriminant analysis, and conjoint analysis can
be used.
A) variable interdependence
B) one dependent variable
C) more than one dependent variable
D) interobject similarity
Answer: B
Diff: 3 Page Ref: 434-435
AACSB: Analytic Skills
LO : 7

106) For multivariate statistical techniques, when there is ________, multivariate analysis of
variance and covariance and canonical correlation, and multiple discriminant analysis can be
used.
A) variable interdependence
B) one dependent variable
C) more than one dependent variable
D) interobject similarity
Answer: C
Diff: 3 Page Ref: 434-435
AACSB: Analytic Skills
LO : 7

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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
107) ________ is a multivariate dependence technique with more than one dependent variable.
A) Two-group discriminant analysis
B) Multiple regression
C) Multidimensional scaling
D) Multiple discriminant analysis
Answer: D
Diff: 3 Page Ref: 434-435
AACSB: Analytic Skills
LO : 7

108) The major multivariate technique for examining ________, is factor analysis.
A) variable interdependence
B) one dependent variable
C) more than one dependent variable
D) interobject similarity
Answer: A
Diff: 3 Page Ref: 434-435
AACSB: Analytic Skills
LO : 7

109) For multivariate statistical techniques, when there is ________, cluster analysis and
multidimensional scaling can be used.
A) variable interdependence
B) one dependent variable
C) more than one dependent variable
D) interobject similarity
Answer: D
Diff: 3 Page Ref: 434-435
AACSB: Analytic Skills
LO : 7

110) ________ requires that the data from each respondent be analyzed separately.
A) Cross-cultural analysis
B) Individual-level analysis
C) Pancultural analysis
D) Intracultural analysis
Answer: B
Diff: 2 Page Ref: 436
AACSB: Multicultural and Diversity
LO : 8

22
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
111) ________ is within-country analysis of international data.
A) Cross-cultural analysis
B) Individual-level analysis
C) Pancultural analysis
D) Intracultural analysis
Answer: D
Diff: 3 Page Ref: 436
AACSB: Multicultural and Diversity
LO : 8

112) In ________, also known as across-countries analysis, the data of all the respondents can be
pooled and analyzed.
A) Cross-cultural analysis
B) Individual-level analysis
C) Pancultural analysis
D) Intracultural analysis
Answer: C
Diff: 2 Page Ref: 436
AACSB: Multicultural and Diversity
LO : 8

113) In ________, also known as across-countries analysis, the data can be aggregated for each
country and these aggregate statistics analyzed.
A) Cross-cultural analysis
B) Individual-level analysis
C) Pancultural analysis
D) Intracultural analysis
Answer: A
Diff: 2 Page Ref: 436
AACSB: Multicultural and Diversity
LO : 8

114) ________ is similar to that conducted in domestic marketing research. The objective is to
gain an understanding of the relationships and patterns existing in each country or cultural unit.
A) Cross-cultural analysis
B) Individual-level analysis
C) Pancultural analysis
D) Intracultural analysis
Answer: D
Diff: 2 Page Ref: 436
AACSB: Multicultural and Diversity
LO : 8

23
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
115) The objective of this level of analysis is to assess the comparability of findings from one
country to another.
A) Cross-cultural analysis
B) Individual-level analysis
C) Pancultural analysis
D) Intracultural analysis
Answer: A
Diff: 2 Page Ref: 436
AACSB: Multicultural and Diversity
LO : 8

116) Which statement is true concerning ethical issues concerned with data preparation?
A) Researchers should try to get some idea about the quality of the data.
B) Discarding respondents after analyzing the data raises ethical concerns.
C) Any departure from the assumptions underlying the statistical techniques used to analyze the
data raises ethical concerns.
D) All of the above statements are true.
Answer: D
Diff: 2 Page Ref: 436-437
AACSB: Ethical Reasoning
LO : 9

117) In Minitab the ________ and ________ statements can be used to select cases with missing
or out-of-range values.
A) Select If; ElseIf
B) Select If; Process If
C) If; ElseIf
D) If; If-Then
Answer: C
Diff: 3 Page Ref: 439
AACSB: Use of IT
LO : 10

118) In Excel the ________ statement can be used to make a logical check.
A) If
B) ElseIf
C) Else
D) EndIf
Answer: A
Diff: 3 Page Ref: 439
AACSB: Use of IT
LO : 10

24
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
119) Give a brief overview of the data-preparation process.
Answer: The data-preparation process is shown in Figure 14.1 in the text. The entire process is
guided by the preliminary plan of data analysis that was formulated in the research design phase.
The first step is to check for acceptable questionnaires. This is followed by editing, coding, and
transcribing the data. The data are cleaned and a treatment for missing responses prescribed.
Often, statistical adjustment of the data may be necessary to make them representative of the
population of interest. The researcher should then select an appropriate data analysis strategy.
The final data analysis strategy differs from the preliminary plan of data analysis due to the
information and insights gained since the preliminary plan was formulated. Data preparation
should begin as soon as the first batch of questionnaires is received from the field, while the
fieldwork is still going on. Thus if any problems are detected, the fieldwork can be modified to
incorporate corrective action.
Diff: 2 Page Ref: 420
LO : 1

120) Write an example question and its associated coding for (1) a structured question that
allows only a single response with less than nine possible choices and (2) a structured question
that permits multiple responses.

Answer: A single column is sufficient to code a structured question that allows a single response
if there are less than nine possible choices. In questions that permit a large number of responses,
each possible response option should be assigned a separate column. The student should provide
his/her own examples. Example responses follow.

Do you have a currently valid passport?

1.Yes 2. No (1/54)
For this question, a "Yes" response is coded 1 and a "No" response 2. The numbers in
parentheses indicate that the code assigned will appear on the first record for this respondent in
column 54. Because only one response is allowed and there are only two possible responses (1 or
2), a single column is sufficient.

Which accounts do you now have at this bank? ("X" as many as apply)
Regular savings account ________ (162)
Regular checking account ________ (163)
Mortgage ________ (164)
Now account ________ (165)

In this example, suppose a respondent checked regular savings, regular checking, and now
accounts. On record #9, a 1 will be entered in the column numbers 162, 163, and 165. Column
164 will receive a 0. Since there is only one record per respondent, the record number has been
omitted.
Diff: 3 Page Ref: 422-424
AACSB: Analytic Skills
LO : 3

25
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
121) Discuss the procedures for coding unstructured or open-ended questions.
Answer: Respondents' verbatim responses are recorded on the questionnaire. Codes are then
developed and assigned to these responses. Sometimes, based on previous projects or theoretical
considerations, the researcher can develop the codes before beginning fieldwork. Usually, this
must wait until the completed questionnaires are received. Then the researcher lists 50 to 100
responses to an unstructured question to identify the categories suitable for coding. Once codes
are developed, the coders should be trained to assign the correct codes to the verbatim responses.
Category codes should be mutually exclusive and collectively exhaustive. Category codes should
be assigned for critical issues even if no one has mentioned them. Data should be coded to retain
as much detail as possible.
Diff: 2 Page Ref: 422-424
AACSB: Analytic Skills
LO : 3

122) Discuss the pros and cons of the various options for the treatment of missing responses.
Answer:
1. Substitute a Neutral Value. If the mean is substituted for the missing value, the mean of the
variable remains unchanged and other statistics, such as correlations, are not affected much.
Although this approach has some merit, the logic of substituting a mean value (say 4) for
respondents who, if they had answered, might have used either high ratings (6 or 7) or low
ratings (1 or 2) is questionable.
2. Substitute an Imputed Response. This approach requires considerable effort and can
introduce serious bias. Sophisticated statistical procedures have been developed to calculate
imputed values for missing responses.
3. Casewise Deletion. Because many respondents may have some missing responses, this
approach could result in a small sample. Throwing away large amounts of data is undesirable,
because it is costly and time consuming to collect data. Furthermore, respondents with missing
responses could differ from respondents with complete responses in systematic ways. If so,
casewise deletion could seriously bias the results.
4. Pairwise Deletion. Different calculations in an analysis may be based on different sample
sizes. This procedure may be appropriate when (1) the sample size is large, (2) there are few
missing responses, and (3) the variables are not highly related. Yet, this procedure can produce
results that are unappealing or even infeasible.

The different procedures for the treatment of missing responses may yield different results,
particularly when the responses are not missing at random and the variables are related. Hence,
missing responses should be kept to a minimum. The researcher should carefully consider the
implications of the various procedures before selecting a particular method for the treatment of
nonresponse.
Diff: 3 Page Ref: 429-430
AACSB: Analytic Skills
LO : 4

26
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
123) List the procedures for statistically adjusting data and briefly discuss the uses for each.
Answer: In weighting, each case or respondent in the database is assigned a weight to reflect its
importance relative to other cases or respondents. Weighting is most widely used to make the
sample data more representative of a target population on specific characteristics.

Variable respecification involves the transformation of data to create new variables or modify
existing variables. The purpose of respecification is to create new variables that are consistent
with the objectives of the study.

Scale transformation involves a manipulation of scale values to ensure comparability with other
scales or otherwise make the data suitable for analysis.
Diff: 3 Page Ref: 430-433
AACSB: Analytic Skills
LO : 5

124) How would you represent consumer preferences for frozen foods as dummy variables if the
respondents were classified as heavy, medium, light, nonusers?
Answer: Product Usage Category Dummy Variable Code
X1 X2 X3
Nonusers 1 0 0
Light users 0 1 0
Medium users 0 0 1
Heavy users 0 0 0

Note that X1 = 1 for nonusers and 0 for all others. Likewise, X2 = 1 for light users and 0 for all
others, and X3 = 1 for medium users and 0 for all others. In analyzing data, X1, X21, and X3 are
used to represent all user/nonuser groups. The student may choose to alternate which product
category is X1, X2, or X3. This is acceptable as long as one of the four categories is coded as all
zeros.
Diff: 2 Page Ref: 432
AACSB: Analytic Skills
LO : 5

27
Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall
125) Discuss how the researcher should go about selecting a data analysis strategy (Figure 14.5
in the text).
Answer: The selection of a data analysis strategy should be based on the earlier steps of the
marketing research process, known characteristics of the data, properties of statistical techniques,
and the background and philosophy of the researcher.

The selection of a data analysis strategy must begin with a consideration of the earlier steps in
the process: problem definition (Step I), development of an approach (Step II), and research
design (Step III). The preliminary plan of data analysis prepared as part of the research design
should be used as a springboard.

Changes may be necessary in light of additional information generated in subsequent stages of

the research process. The next step is to consider the known characteristics of the data. The
measurement scales used exert a strong influence on the choice of statistical techniques and, the
research design may favor certain techniques.

It is also important to take into account the properties of the statistical techniques, particularly
their purpose and underlying assumptions. Some statistical techniques are appropriate for
examining differences in variables, others for assessing the magnitudes of the relationships
between variables, and others for making predictions. The techniques also involve different
assumptions, and some techniques can withstand violations of the underlying assumptions better
than others.

Finally, the researcher's background and philosophy affect the choice of a data analysis strategy.
The experienced, statistically trained researcher will employ a range of techniques, including
advanced statistical methods. Researchers differ in their willingness to make assumptions about
the variables and their underlying populations. Researchers who are conservative about making
assumptions will limit their choice of techniques to distribution-free methods.
Diff: 3 Page Ref: 433-434
AACSB: Analytic Skills
LO : 6

126) Explain the difference between univariate and multivariate techniques.

Answer: Multivariate techniques differ from univariate techniques in that they shift the focus
away from the levels (averages) and distributions (variances) of the phenomena, concentrating
instead upon the degree of relationships (correlations or covariances) among these phenomena.
Diff: 2 Page Ref: 434
AACSB: Analytic Skills
LO : 7

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Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall