Deck 11: Analyzing and Interpreting Data for Decisions

Question 1

The same analysis and observation of objective data may be subject to multiple interpretations.

Answer 1

True

Question 2

The output of the data analysis process should always lead to better decision making.

Answer 2

True

Question 3

When multiple pieces of information are combined, some important implications can be drawn.

Answer 3

True

Question 4

Each row of data in a table represents a "data bit."

Question 5

Data bits are combined into pieces of information, which are combined into implications, which suggest decision alternatives, which lead to decisions.

Question 6

Percents cannot be averaged unless the percentage is weighted by the size of the sample responding to the question.

Question 7

Referring only to percentages when the base of their computation is very small provides adequate information.

Question 8

Dealing with "don't know" or "no opinion" responses is a matter of analyst judgment.

Question 9

It is standard operating procedure for marketing research firms using phone or personal interviewers to push for responses other than ""do not know"" or ""no opinion"".

Question 10

The ""do not know"" or ""no opinion"" responses will almost always be overrepresented in the final data

Question 11

Frequency distributions can be applied to nominal, ordinal, and interval data, but not ratio data.

Question 12

The mode is the measure of central tendency used with nominal data.

Question 13

Mode and standard deviation can both be used when analyzing ordinal data.

Question 14

The measures of interval data include the mode, mean, and median.

Question 15

The measures of ratio data include geometric and harmonic means.

Question 16

Standard deviation can be used for both nominal and interval data analysis.

Question 17

The mode is the response that separates the top half of response frequencies from the bottom half.

Question 18

The mean is the most frequently occurring response.

Question 19

The average of the responses computed by summing all responses and dividing by the number of responses is the mean.

Question 20

It is possible to compute the response that separates the top half of response frequencies from the bottom half for nominal data.

Question 21

The most frequently occurring response can be computed for nominal, ordinal, interval, and ratio data.

Question 22

The standard deviation represents the degree of spread of responses among the response categories.

Question 23

The standard deviation tells us the range of answers that includes approximately 90% of the sampled respondents.

Question 24

Cross-tabulation examines only one variable.

Question 25

The most important appeal of banners is that they allow for looking at survey questions crossed by the most important variables.

Question 26

An 18-point banner means any combination of column headings and row titles that total 18 can be used.

Question 27

It is customary to have the banner headings consist of dependent variables.

Question 28

Crossing every survey question with all the variables is useful in data analysis situations.

Question 29

Causal relationships can be determined from cross-tabulated data.

Question 30

Evidence of a positive relationship between variables provides evidence that the variables should be thought of as causally related.

Question 31

It is possible to set up three-way cross-tabulations.

Question 32

There is no single procedure or tool of data analysis that will avoid all erroneous conclusions.

Question 33

The chi-square statistics will inform the analyst if the statistically significant relationship is spurious or not.

Question 34

The use of statistical tests decreases the need for use of theory, predetermined hypotheses, and common sense.

Question 35

The chi-square statistical test will reveal whether the differences noted in the table are real or could be merely due to chance.

Question 36

Data analysis is a non-value-adding activity.

Question 37

The standard deviation for the responses helps assess the mean's ability to accurately reflect the sample respondents' responses.

Question 38

Mode is the measure of central tendency used with nominal data.

Question 39

The same analysis and observation of objective data may not be subject to multiple interpretations.

Question 40

The output of the data analysis process does not lead to better decision making.

Question 41

Each of the numbers listed in a table represents a "data bit."

Question 42

Percents can be averaged without the percentage being weighted by the size of the sample responding to the question.

Question 43

Referring only to percentages when the base of their computation is very small does not provide adequate information.

Question 44

It is standard operating procedure for marketing research firms using phone or personal interviewers to push for ""do not know"" or ""no opinion"" responses.

Question 45

The ""do not know"" or ""no opinion"" responses will almost always be underrepresented in the final data.

Question 46

Frequency distributions can be applied to nominal, ordinal, interval and ratio data.

Question 47

The measures of interval data include only the mode and the median.

Question 48

The measures of nominal data include geometric and harmonic means.

Question 49

Standard deviation can be used for both ratio and interval data analysis.

Question 50

The mode is the most frequently occurring response.

Question 51

It is not possible to compute the response that separates the top half of response frequencies from the bottom half for nominal data.

Question 52

The median represents the degree of spread of responses among the response categories.

Question 53

The standard deviation tells us the range of answers that includes approximately 70% of the sampled respondents.

Question 54

Cross-tabulation examines one variable "crossed" by one or more other variables.

Question 55

An 18-point banner means any combination of column headings that total 18 can be used.

Question 56

It is customary to have the banner headings consist of independent variables.

Question 57

Attempting to cross every survey question with all the variables should be resisted in data analysis situations.

Question 58

Causal relationships cannot be determined from cross-tabulated data.

Question 59

Evidence of a positive relationship between variables does not provide evidence that the variables should be thought of as causally related.

Question 60

It is not possible to set up three-way cross-tabulations.

Question 61

The use of statistical tests increased the need for use of theory, predetermined hypotheses, and common sense.

Question 62

The chi-square statistical test will not reveal whether the differences noted in the table are real or could be merely due to chance.

Question 63

Data analysis is a value-adding activity.

Question 64

The most important outcome of the data analysis process is

A) more information
B) implications
C) alternative solutions
D) better decision making

Question 65

The term _____ covers a huge number of techniques, statistical programs, and processes that can be applied to the results generated by the data collection instruments used in research

A) data analysis
B) data bit
C) marketing research
D) data implication

Question 66

Which of the following represents the correct sequence of data analysis outcomes?

A) information, decision alternatives, decisions, implications
B) information, decision alternatives, implications, decisions
C) information, implications, decision alternatives, decisions
D) implications, information, decision alternatives, decisions

Question 67

Data bits combined with each other generate

A) information
B) implications
C) associations
D) decision alternatives

Question 68

A plan of data analysis consists of all of the following except

A) how to obtain answers to research questions
B) how to write proper research questions
C) how to test hypotheses to determine if they are supported by the data
D) the execution of the dummy tables

Question 69

Which of the following statements is true? If only a portion of the respondents answered a specific question, the frequency distribution (percentage) of the responses for that question is best computed as

A) 100 percent of all respondents regardless of whether or not they answered the question
B) 100 percent of those respondents who did answer the question
C) the average number of respondents
D) the geometric mean of the responses

Question 70

In terms of frequency distributions and percentages,

A) percents cannot be averaged unless the percentage is weighted by the size of the sample responding to the question
B) percents cannot be averaged unless they are from the same sample
C) always report percentages in descending order
D) always include the percentage who do not answer a question

Question 71

If 100 out of 1000 users of brand A were medium users (i.e., 10%), and 200 respondents out of 400 users of brand B were medium users (i.e., 50%), the average number of medium users for brands A and B would be

A) 0.214
B) 0.3
C) 0.375
D) 0.6

Question 72

In terms of frequency distributions and percentages, if respondents are asked to "check all that apply" then the percentages reported in the tables

A) should add to 100%
B) must include all responses including don't know or "no answer"
C) may add up to more than 100%
D) will be less than 100%

Question 73

In terms of frequency distributions and percentages,

A) percents can be averaged as long as it refers to the same questions
B) percents cannot be averaged unless they are from the same sample
C) do not refer only to percentages when the base of their computation is very small
D) always include the percentage who do not answer a question

Question 74

For nominal data, the measure(s) of central tendency and dispersion that can be computed is(are)

A) mode, median, mean, standard deviation
B) mode, median
C) mode, median, mean, standard deviation, geometric and harmonic mean
D) mode

Question 75

For ordinal data, the measure(s) of central tendency and dispersion that can be computed is(are)

A) mode, median, mean, standard deviation
B) mode, median
C) mode, median, mean, standard deviation, geometric and harmonic mean
D) mode

Question 76

For interval data, the measure(s) of central tendency and dispersion that can be computed is(are)

A) mode, median, mean, standard deviation
B) mode, median
C) mode, median, mean, standard deviation, geometric and harmonic mean
D) mode

Question 77

For ratio data, the measure(s) of central tendency and dispersion that can be computed is(are)

A) mode, median, mean, standard deviation
B) mode, median
C) mode, median, mean, standard deviation, geometric and harmonic mean
D) mode

Question 78

The ____ is the most frequently occurring response.

A) mean
B) median
C) mode
D) standard deviation

Question 79

The ____ is the response that separates the top half of the response frequencies from the bottom half.

A) mean
B) median
C) mode
D) standard deviation

Question 80

The ____ is the average of the responses computed by summing all responses and dividing by the number of responses.

A) mean
B) median
C) mode
D) standard deviation