Marketing Research Data Analysis Chapter Exam

Exam Instructions:

Choose your answers to the questions and click 'Next' to see the next set of questions. You can skip questions if you would like and come back to them later with the yellow "Go To First Skipped Question" button. When you have completed the practice exam, a green submit button will appear. Click it to see your results. Good luck!

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Question 1 1. What is it called when there is a connection between two or more variables?

Question 2 2. A benefit of using cross-tabulation would be:

Question 3 3. The _____ command is used to tell Excel what to do if the conditions of a query are not met.

Question 4 4. In Microsoft Excel, the _____ command compares a value against a translation table and assigns a new value.

Question 5 5. In Microsoft Excel, _____ is the command that corresponds to a total. _____ is the command that corresponds to an average.

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Question 6 6. To create a crosstab in Excel, use the _____ and the _____ menu items.

Question 7 7. Going through survey responses and looking for themes and patterns is known as what?

Question 8 8. Once you have coded qualitative data and entered it into a spreadsheet, you can use _____ to look for relationships between variables.

Question 9 9. Which advanced analytical tool would NOT be useful in determining why a particular group of students is consistently under-performing other students?

Question 10 10. A complex analysis that uses elements of both regression and clusters to make highly accurate predictions about an outcome is known as a:

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Question 11 11. Part of the data preparation process involves _____, where inconsistencies and inaccuracies are spotted and removed.

Question 12 12. Why is assigning codes to an answer an important part of data preparation?

Question 13 13. One method to respecify data in Excel is to use a _____ and experiment by moving the data into different positions on the resulting crosstab.

Question 14 14. What is the best definition of respecification?

Question 15 15. Which type of marketing research test offers a higher degree of conclusiveness but requires a normal distribution before yielding accurate results?

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Question 16 16. When working with quantitative data, removing the _____ means discarding values in the extreme ends of the curve.

Question 17 17. Which statement best describes the difference between IBM's SPSS and SPSS Modeler?

Question 18 18. The most important question to answer when selecting a statistical software application is:

Question 19 19. Which statement about outliers in data is FALSE:

Question 20 20. Which term describes the process of removing any and all invalid data from a distribution?

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Question 21 21. All of the following variables would be associated with the product attributes rather than its brand, EXCEPT:

Question 22 22. What is the best definition of a perceptual map?

Question 23 23. Using cross-tabulation reports is only possible when you have _____ data.

Question 24 24. Which Excel command is associated with the action of comparing one value to another value and taking action based on the result?

Question 25 25. What is the primary benefit of using a crosstab to display data?

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Question 26 26. CAQDAS is an acronym for software that performs what function?

Question 27 27. Which type of advanced analytics is used to definitely identify a cause relationship rather than just a simple correlation?

Question 28 28. _____ show how answers are dispersed or the number of times a certain variable occurs.

Question 29 29. When all variables are not of the same importance to a research question, the researcher can engage in _____ in order to emphasize the most important variables.

Question 30 30. In statistics, a normal distribution is sometimes referred to as a _____.

Marketing Research Data Analysis Chapter Exam Instructions

Choose your answers to the questions and click 'Next' to see the next set of questions. You can skip questions if you would like and come back to them later with the yellow "Go To First Skipped Question" button. When you have completed the practice exam, a green submit button will appear. Click it to see your results. Good luck!

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