Exam 2 – Example Questions

1. Exam 2 – Example Questions A new local bookstore wants to understand consumer likes and preferences. You are hired to do a marketing research study.

2. Q1 - Easy • The town has 15,000 residents and are the restaurant’s target audience. In sampling terms the town residents represent the • Sampling frame • Population • Sample • Census • Statistic

3. Q2 - Easy • The mean attitudes towards bookstores computed by surveying the entire target audience of 15,000 was 3.0, on a 1 – 5 (strongly disagree --- strongly agree) Likert scale. This figure represents a • Statistic • Census • Parameter • Z value • None of the above

4. Q3 - Easy • While collecting data on the town’s residents you notice that they are predominantly of three types – retirees, farmers and university students. You feel that the three groups may differ significantly between themselves on their preferences and likes about reading. The appropriate sampling procedure to follow in this case would be • Stratified sampling • Simple random sampling • Judgment sampling • Cluster sampling • Systematic sampling

5. Q4 - Easy • After completing your survey, you are now ready to begin data analysis. You need to assign numerical values to the responses. This process is known as • Editing • Coding • Weighting • Adjusting the data • Scale transformations

6. Q5 -Easy • You collect responses on gender and occupation. The proper way to form conclusions about any relationship between the two would be through • Cross tabulations and chi-square tests • Frequency distribution • Finding the arithmetic means of the two variables • Pearson correlation coefficient (r) • Histogram

7. Q6 - Easy • Your client believes that the mean attitude to bookstores in town amongst the entire target audience of 15,000 is 3.0. The observed attitude from your study from the portion you surveyed is found to be 3.5. Your research hypothesis for the study would be • Mean attitude to bookstores is not equal to 3.0 • Mean attitude to bookstores = 3.5 • Mean attitudes to bookstores = 3.0 • Mean attitudes to bookstores is not equal to 3.5 • Mean attitude to bookstores is equal to -0.5 (3.0 – 3.5)

8. Q7 - Medium • In your study you find that the observed mean attitude (3.5) to bookstores appears to be due to chance. If you reject the null hypothesis you are committing a • Type 2 error • Type 3 error • Type 1 error • No error. Your decision is correct • Sampling error

9. Q8 - Hard • If you wanted to minimize the risk of accepting a false null hypothesis you would • Increase your confidence level from 95% to 99% • Keep confidence level unchanged but use a different probability distribution • Reduce the sample size • Reduce your confidence level from 95% to 90% • Reduce sample size and use a different probability distribution

10. Q9 - Medium • The book store has also collected data on gender and now wants to test if attitudes vary significantly be gender. The correct test to use would be • Hypothesis testing with one mean • Hypothesis testing with two independent means • Hypothesis testing with two dependent means • One way ANOVA • Chi-square test of independence

11. Q10 - Medium • In hypothesis test with two independent means, your research hypothesis is a. Do the two means come from the same population? b. Do the two means come from different populations? c. Do the differences between the two sample means also exist in the population? d. ‘a’ and ‘c’ above e. ‘b’ and ‘c; above

12. Q11 - Hard • The bookstore wants to test if females have a significantly more positive attitude than females. You do the appropriate test and reject the null hypothesis. Your advice to the bookstore would be • There is no need to modify the ad campaign • Females need more targeted promotions than males • Males need more targeted promotions than females • No significant advice can be given on the basis of this test

13. Q12 - Easy • If there are no between group differences then the observed F statistic in the ANOVA will be • 0 • Infinity • 1 • An indeterminate number • negative

14. Q13 - Medium • The One way ANOVA has • Two or more independent variables and two or more factors per variable • No independent variables and no factors • One independent variable and no factors • One independent variable and more than two factors for the IV • More than two dependent variables, one independent variable and more than two factors for the IV

15. Q14-Medium • If your objective is to make the hypothesis test powerful enough to spot the effect, you would prefer to test at the ____ level of significance • 1% • 3% • 5% • 8% • 10%

16. Q15 - Medium • If your objective is to minimize the chances of committing a Type 1 error, you would prefer to test at the ____ level of significance • 1% • 3% • 5% • 8% • 10%

17. Q16 - Easy • In a one tailed test if your Ho is miu < 2.6, to reject the null hypothesis, you will • Look in the right tail of the distribution • Look in the left tail of the distribution • Look in the areas beyond the critical test statistic in both tails of the distribution • Look in the area bounded on both sides by the critical test statistic in the distribution • The data is insufficient to form a conclusion

18. Q17 - Easy • Variable re-specification involves • Coding the responses • Reversing the coding order • Inserting missing values using means • Throwing out the variable as unusable • Combining two or more variables into another variable

19. Q18 - Easy • You want to measure undergraduate student attitudes to a college education in the U.S. You feel that the attitudes would largely be the same across the country. In order to save time, money and effort, you appropriate sampling strategy in this case would be: • Stratified sampling • Systematic sampling • Cluster sampling • Snowball sampling • Simple random sampling