当代市场调研 （原第12版）测试题及答案 ch12

Chapter12 Testbank

Chapter12:DataProcessingandFundamentalDataAnalysis

MultipleChoice

Thelaststepinthedataanalysisprocedureis:

a. coding.

b. machinecleaningofdata.

c. tabulationandstatisticalanalysis.

d. interpretationoftheresults.

e. noneofthese

Answer:c

Theprocessofascertainingthatinterviewswereactuallyconductedisknownas:

a. validation.

b. coding.

c. machinecleaning

d. dataentry

e. checksandbalances

Answer:a

Checkingtodeterminewhethertheproperscreenerquestionswereinvokedwouldbepartofwhichstepinthedataanalysisprocedure?

a. validation

b. coding

c. machinecleaning

d. dataentry

e. checksandbalances

Answer:a

Theprocessofconvertinginformationintoaformthatcanbereadbyacomputerisknownas_______.

a. scanning

b. coding

c. machinecleaning

d. dataentry

e. validation

Answer:d

Whichtypeofdataentryensuresthatdataisenteredproperly?

a. scanning

b. coding

c. intelligent

d. marginal

e. noneofthese

Answer:c

Thisanalyticalprocedureshowstheresponsestoonequestionrelativetotheresponsesofanotherquestion.

a. one-wayfrequencies

b. crosstabulation

c. t-test

d. z-test

e. noneofthese

Answer:b

Whichofthefollowingisthemostflexibletypeofgraph?

a. linechart

b. barchart

c. piechart

d. scatterplotgraph

e. Allareequallyflexible.

Answer:b

Whichofthefollowingisnotameasureofdispersion?

a. mean

b. standarddeviation

c. variance

d. range

e. allofthesearemeasuresofdispersion

Answer:a

Thistypeofchartisthesimplestformofchartandisusefulforpresentingameasurementtakenatseveralpointsovertime.

a. linechart

b. barchart

c. piechart

d. barchartandpiechartareequallyuseful

e. Allareequallyuseful.

Answer:a

Thismeasureofcentraltendencycanbecomputedonlyfromintervalorratiodata.

a. mode

b. median

c. mean

d. Allofthesemustbecomputedfromintervalorratiodata.

e. Noneofthesecanbecomputedfromintervalorratiodata.

Answer:c

Whichtypeofanalysiscannotbecomputedwithnominaldata?

a. mean

b. mode

c. frequency

d. percentage

e. Nonecanbecomputedwithnominaldata

Answer:a

Ifweconcludethattheaverageweeklyamountofsoftdrinkconsumptionbymalesandfemalesisaboutthesame,butthatthestandarddeviationamongmalesisgreaterthanthatforfemales,whatwouldthismean?

a. Malesandfemalesprettymuchagreeastohowmanysoftdrinkstheyconsumeperweek.

b. Malesconsumemoresoftdrinksperweekthanfemales.

c. Eventhoughmalesandfemalesconsume,onaverage,aboutthesamenumberofsoftdrinks,thereismorediversityofconsumptionamongmales.

d. Femalesaremorehealthconsciousthanmales.

Answer:c

Whichofthefollowingisnotameasureofdispersion?

a. standarddeviation

b. median

c. variance

d. range

e. noneofthese

Answer:b

Withone-wayfrequencytables,thebasesizeforaquestionwouldnottakeintoconsideration:

a. totalrespondents.

b. thenumberofpeopleaskedaparticularquestion.

c. thenumberofpeoplewhoansweredthequestion.

d. populationsize.

e. Itwouldtakeintoaccountallofthese

Answer:d

Outofthefollowing,whichwouldtypicallyhavethelargestbasesize?

a. totalrespondents

b. totalasked

c. totalanswering

d. totalskipping

Answer:a

Thequalitycontrolaspectofthedataanalysisprocedurerefersto:

a. statisticalanalysisofdata.

b. properlytraininginterviewers.

c. validationandediting.

d. codingquestionnaires.

e. noneofthese

Answer:c

Ifaninterviewerdidnotproperlyfollowskippatternsspecifiedinaquestionnaire,the______________stepindataanalysiswouldrevealtheproblem.

a. validation

b. editing

c. coding

d. analyzing

e. datacleaning

Answer:a

Whichofthefollowingdoesvalidationtypicallyaddress?

a. validityofmeasuresused

b. measuresofcentraltendency

c. whetherrespondentswereactuallyinterviewed

d. noneofthese

Answer:c

Findingthevaluethatoccursmostfrequentlydeterminesthe__________.

a. standarddeviation

b. mode

c. variance

d. mean

e. median

Answer:b

Validationofdataisanattempttochecktheaccuracyoftheworkdoneby_______.

a. analysts

b. projectmanagers

c. interviewers

d. panelrecruiters

e. dataentry

Answer:c

Whichofthefollowingisnotpartofthecodingprocessregardingopen-endedquestions?

a. listresponses

b. consolidateresponses

c. setcodes

d. entercodes

e. Allarepartofthecodingprocess.

Answer:e

Probingwouldtypicallydoneby____________.

a. theclient

b. therespondent

c. theinterviewer

d. noneofthese

Answer:c

Errorcheckingroutinesandmarginalreportsarepartofwhichofthefollowingprocesses?

a. determinationofpropergraphicalaidesindataanalysis

b. determinationofproperstatisticaltechniquesindataanalysis

c. machinecleaningofthedatabase

d. validationofquestionnaires

e. codingofopen-endedquestionsonquestionnaires.

Answer:c

Theideabehindthistypeofstatisticalanalysisistolookattheresponsestoonequestioninrelationtotheresponsestooneormoreotherquestions.

a. one-wayfrequencies

b. crosstabulations

c. analysisusingmeasuresofcentraltendency

d. analysisusingmeasuresofdispersion

e. analysisusinglineand/orbarcharts

Answer:b

Whichofthefollowinggraphicrepresentationisthemostvisuallypleasingforpresentingcrosstabulationinformation?

a. multiplerow—threedimensionalbarchart

b. threedimensionalpiechart

c. clusteredbarchart

d. stackedbarchart

e. clusteredlinechart

Answer:a

____________istheprocessofascertainingthatquestionnaireswerefilledoutproperlyandcompletely.

a. Editing

b. Revision

c. Reviewing

d. ChecksandBalances

e. Noneofthese

Answer:a

____________istheprocessofgroupingandassigningnumericcodestothevariousresponsestoaquestion.

a. Alignment

b. Coding

c. Decoding

d. Arrangement

Answer:b

_____________isaformofdataentryinwhichresponsesonquestionnairesarereadinautomaticallybythedataentrydevice.

a. Automaticentry

b. Automaticdelivery

c. Scanningtechnology

d. Noneofthese

Answer:c

Therearesomeindicationsthatthehistoricallyhighinterestbymarketingresearchersandtheirclientsisbeginningtowaneinwhichofthefollowingstatisticalanalysismethods?

a. one-wayfrequencytables

b. cross-tabs

c. graphicrepresentations

d. descriptivestatistics

e. noneofthese

Answer:b

Whichofthefollowingisatext-processingtoolforopen-endedquestionsthatshowsgreaterprominencetowordsthatappearmorefrequentlyinthesourcetext?

a. WordCloud

b. Semantria

c. TextSmart

d. CATI

e. Noneofthese

Answer:a

True/False

Thecodingsteppertainstoonlyclosed-endedresponsesonquestionnaires.

Answer:False

Themediancanbecomputedforalltypesofdataexceptnominaldata.

Answer:True

Themodeofadistributionofresponsesisthemiddleresponseinthedistribution,meaninghalfoftheresponsesarelargerandhalfoftheresponsesaresmallerthanthemode.

Answer:False

Meanscanbecalculatedusingnominal,ordinal,orintervaldata.

Answer:False

Avariablewithalargestandarddeviationwouldhavealargevarianceaswell.

Answer:True

Crosstabulationslookatdifferencesinmeanvalues.

Answer:False

Oncearespondentisinterviewedinaphonesurvey,theyshouldneverbecontactedagainregardingthatparticularstudy.

Answer:False

Thefirststepinthedataanalysisprocessiscoding.

Answer:False

Logicalormachinecleaningofdataisdonewiththeassistanceofcomputerprograms.

Answer:True

Errorcheckingroutinesandmarginalreportsaretwowaysofmachinecleaningthedata.

Answer:True

Themostcomplextabulationistheone-wayfrequencytable.

Answer:False

Piechartsareusefulfordepictingchangesovertime.

Answer:False

Anythingthatcanbeshowninalinegraphorpiechartalsocanbeshowninabarchart.

Answer:True

Themodeisalwaysequaltothemean.

Answer:False

Categoricaldataistypicallyanalyzedwithpercentagesratherthanmeans.

Answer:True

Checkingtoensurethatskippatternswerefollowedoccursduringthedataeditingstage.

Answer:True

Interviewersareoftenaskedtoparaphrasetheresponsestoopen-endedquestions.

Answer:False

Dataentrymustalwaysbedonemanually.

Answer:False

Meansarenotincludedinacrosstabulation.

Answer:True

Thepurposeofthefirstedit,orfieldedit,istoidentifyproblemswhenthereisstilltimetocontacttherespondentagainanddeterminetheappropriateanswertoquestionsthatwerenotasked.

Answer:True

TheTextSmartmoduleofSPSSisnotanexampleofthenewbreedofautomatedcodingsystems.

Answer:False

Acommonwayofsettingupcross-tabulationistousecolumnstorepresentfactorssuchasdemographicsandlifestylecharacteristics,whichareexpectedtobepredictorsofthestateofmind,behavior,orintentionsdata,shownasrowsofthetable.

Answer:True

Stackedbarchartsarenothelpfulingraphicallyrepresentingcross-tabulationresults.

Answer:False

Theprocessof“validating”onlinesurveysisquitedifferent.

Answer:True

AlargepercentageofonlinesurveysaredoneusingonlinepanelssuchasDynata.

Answer:True

Moreandmoredataareenteredmanually.

Answer:False

Tablesareboringandinefficient.

Answer:True

EssayQuestions

Describethefivestepsintheanalysisprocess.

Answer:

1.validationandediting,

2.coding,

3.dataentry,

4.machinecleaningofdata,and

5.tabulationandstatisticalanalysis

Usingthedatabelowcompareandcontrastmaleandfemalesoftdrinkconsumption.Youwillneedtocomputethepropermeasureofcentraltendencyanddispersiontosupportyouranswer.

Gender

WeeklyConsumption(12oz.Cans)

Male

5

Female

2

Female

3

Male

8

Female

4

Male

9

Male

7

Female

3

Female

2

Female

1

Male

7

Male

4

Answer:

Averagemaleconsumption

=6.67cansperweek,

Averagefemaleconsumption

=2.5cansperweek,

Malestandarddeviation

=1.86,

Femalestandarddeviation

=1.05,

Malesconsumeovertwiceasmanysoftdrinksasfemales.Inaddition,thereismorediversityofconsumptionamongmaledrinkersthanfemaledrinkers.

Illustrateaconditioninwhicha“SKIPPATTERN”isneeded.

Answer:Skippatternsareconditionalstatementsthatdirectarespondenttoaparticularquestionsequencegivensomeconditionalstatus.Suchas,“IfMALE,gotoquestion3;ifFEMALE,gotoQuestion4.

Open-endedquestionsareoftennecessaryeveninsurveyswhosemajorobjectiveistoproducequantitativedata.Giventheopen-endedresponsesbelow,howwouldyousummarizethemforanalyticalpurposes?

QUESTION:HowdoyouthinkthetasteofPepsicompareswithCocaCola?

Responses:ThetasteofPepsiwas

1) Better

2) Sweeter

3) Toosweet

4) Notasrefreshing

5) Morerefreshing

6) Sweeterisbetter

7) Bolderta