Deck 13: Data Processing, Data Analysis, and Statistical Testing

Question 1

This type of chart is the simplest form of chart and is useful for presenting a measurement taken at several points over time.

A) line chart
B) bar chart
C) pie chart
D) (b) and (c) are equally useful
E) All are equally useful.

Answer 1

A

Question 2

If we conclude that the average weekly amount of soft drink consumption by males and females is about the same, but that the standard deviation among males is greater than that for females, what would this mean?

A) Males and females pretty much agree as to how many soft drinks they consume per week.
B) Males consume more soft drinks per week than females.
C) Even though males and females consume, on average, about the same number of soft drinks, there is more diversity of consumption among males.
D) none of the above

Answer 2

C

Question 3

The process of converting information into a form that can be read by a computer is known as _______.

A) scanning
B) coding
C) machine cleaning
D) data entry
E) none of the above

Answer 3

D

Question 4

Checking to determine whether the proper screener questions were invoked would be part of which step in the data analysis procedure?

A) validation
B) coding
C) machine cleaning
D) data entry
E) none of the above

Question 5

The process of converting information to an electronic format.

A) Editing
B) Validating
C) Data Entry
D) Research

Question 6

The process of ascertaining that interviews were actually conducted is known as:

A) validation.
B) coding.
C) machine cleaning.
D) data entry.
E) none of the above

Question 7

Checking to be sure that all the questionnaires are filled out properly and completely is part of which step in the data analysis procedure?

A) first step
B) second step
C) third step
D) fourth step
E) fifth step

Question 8

The sum of the values for all observations of a variable divided by the number of observations.

A) central tendency
B) median
C) mode
D) mean

Question 9

Which of the following is a table showing the number of respondents choosing each answer to the survey question?

A) cross tabulation
B) line chart
C) one way frequency chart
D) graph chart

Question 10

During validation, the researcher confirms that a question wasn't answered. All respondents should have answered the question and there is no way to contact the respondent. What will the researcher do?

A) contact the research firm
B) try to find the respondent
C) discard the questionnaire
D) use the survey's other answers

Question 11

Which of the following is not a measure of dispersion?

A) mean
B) standard deviation
C) variance
D) range

Question 12

Appropriate for displaying marketing research results in a wide range of situations.

A) Line charts
B) Pie charts
C) Bar charts
D) None of the above

Question 13

Which type of analysis cannot be computed with nominal data?

A) mean
B) mode
C) frequency
D) percentage

Question 14

This measure of central tendency can be computed only from interval or ratio data.

A) mode
B) median
C) mean
D) All of the above must be computed from interval or ratio data.
E) None of the above can be computed from interval or ratio data.

Question 15

This analytical procedure shows the responses to one question relative to the responses of another question.

A) one-way frequencies
B) cross tabulation
C) t-test
D) z-test
E) none of the above

Question 16

Which of the following is the most flexible type of graph?

A) line chart
B) bar chart
C) pie chart
D) (a) and (b)
E) All are equally flexible.

Question 17

Which type of data entry ensures that data is entered properly?

A) scanning
B) coding
C) intelligent
D) marginal
E) none of the above

Question 18

What is the first step in data analysis procedure?

A) coding.
B) machine cleaning of data.
C) tabulation and statistical analysis.
D) interpretation of the results.
E) validation and editing

Question 19

If the research firm is validating questionnaires by phone, they will want to make sure__________________.

A) The person was actually interviewed
B) The person interviewed actually qualified for the screening
C) The interview was conducted in the required manner
D) The interviewer went over the full survey
E) All of these would be validated

Question 20

The last step in the data analysis procedure is:

A) coding.
B) machine cleaning of data.
C) tabulation and statistical analysis.
D) interpretation of the results.
E) none of the above

Question 21

Validation of data is an attempt to check the accuracy of the work done by _______

A) analysts
B) project managers
C) interviewers
D) panel recruiters
E) none of the above

Question 22

_____________ is a form of data entry in which responses on questionnaires are read in automatically by the data entry device.

A) Automatic Entry
B) Automatic Delivery
C) Scanning Technology
D) None of the above

Question 23

Which of the following is not a measure of dispersion?

A) standard deviation
B) median
C) variance
D) all of the above
E) none of the above

Question 24

The coding step pertains to only closed-ended responses on questionnaires.

Question 25

Error checking routines and marginal reports are part of which of the following processes?

A) determination of proper graphical aides in data analysis
B) determination of proper statistical techniques in data analysis
C) machine cleaning of the database
D) validation of questionnaires
E) coding of open-ended questions on questionnaires.

Question 26

The mode of a distribution of responses is the middle response in the distribution, meaning half of the responses are larger and half of the responses are smaller than the mode.

Question 27

The quality control aspect of the data analysis procedure refers to:

A) statistical analysis of data.
B) properly training interviewers.
C) validation and editing.
D) coding questionnaires.
E) none of the above

Question 28

Which of the following does validation typically address?

A) validity of measures used
B) measures of central tendency
C) whether respondents were actually interviewed
D) none of the above

Question 29

If an interviewer did not properly follow skip patterns specified in a questionnaire, the ______________ step in data analysis would reveal the problem.

A) validation
B) editing
C) coding
D) analyzing
E) data cleaning

Question 30

The median can be computed for all types of data except nominal data.

Question 31

The idea behind this type of statistical analysis is to look at the responses to one question in relation to the responses to one or more other questions.

A) one-way frequencies
B) cross tabulations
C) analysis using measures of central tendency
D) analysis using measures of dispersion
E) analysis using line and/or bar charts

Question 32

Failing to reject the null hypothesis when it is actually false.

A) type I error
B) type II error
C) test error
D) two-tailed test

Question 33

Which of the following graphic representation is the most visually pleasing for presenting cross tabulation information?

A) multiple row-three dimensional bar chart
B) three dimensional pie chart
C) clustered bar chart
D) stacked bar chart
E) clustered line chart

Question 34

Means can be calculated using nominal, ordinal, or interval data.

Question 35

Out of the following, which would typically have the largest base size?

A) total respondents
B) total asked
C) total answering
D) total skipping

Question 36

____________ is the process of grouping and assigning numeric codes to the various responses to a question.

A) Alignment
B) Coding
C) Decoding
D) Arrangement

Question 37

Which of the following is not part of the coding process regarding open-ended questions?

A) list responses
B) consolidate responses
C) set codes
D) enter codes
E) All are part of the coding process.

Question 38

____________ is the process of ascertaining that questionnaires were filled out properly and completely.

A) Editing
B) Revision
C) Review
D) None of the above

Question 39

Finding the value that occurs most frequently determines the__________.

A) standard deviation
B) mode
C) variance
D) mean
E) none of the above

Question 40

With one-way frequency tables, the base size for a question would not take into consideration:

A) total respondents.
B) the number of people asked a particular question.
C) the number of people who answered the question.
D) population size.

Question 41

Error checking routines and marginal reports are two ways of machine cleaning the data.

Question 42

A variable with a large standard deviation would have a large variance as well.

Question 43

Open-ended questions are tabulated on a point system.

Question 44

The first step in the data analysis process is coding.

Question 45

Logical or machine cleaning of data is done with the assistance of computer programs.

Question 46

Interviewers are often asked to paraphrase the responses to open-ended questions.

Question 47

Reviewing questionnaires to make sure all the questions have been answered is part of the data entry step.

Question 48

Categorical data is typically analyzed with percentages rather than means.

Question 49

The median is always equal to the mean.

Question 50

The mode is always equal to the mean.

Question 51

The most complex tabulation is the one-way frequency table.

Question 52

Anything that can be shown in a line graph or pie chart also can be shown in a bar chart.

Question 53

Line charts are particularly useful for presenting a measurement over several points in time.

Question 54

Checking to ensure that skip patterns were followed occurs during the data editing stage.

Question 55

Once a respondent is interviewed in a phone survey, they should never be contacted again regarding that particular study.

Question 56

Assigning numeric codes to various responses is called tabulating.

Question 57

Pie charts are useful for depicting changes over time.

Question 58

Cross tabulations look at differences in mean values.

Question 59

The person doing the editing must accept all responses to open-ended questions.

Question 60

A researcher calls every tenth respondent to a local questionnaire as a part of the validation process.

Question 61

Charting the answers to open-ended questions is standard.

Question 62

Open-ended questions are often necessary even in surveys whose major objective is to produce quantitative data. Given the open-ended responses below, how would you summarize them for analytical purposes?
QUESTION: How do you think the taste of Pepsi compares with Coca Cola?
Responses: The taste of Pepsi was
1) Better
2) Sweeter
3) Too sweet
4) Not as refreshing
5) More refreshing
6) Sweeter is better
7) Bolder taste
8) They taste about the same
9) I don't know
10) I don't have any idea
11) I don't drink soft drinks
12) Soft drinks are not good for you
13) Sweeter is better
14) Not a refreshing as Coca Cola
15) Coca Cola has always been my favorite brand

Question 63

The TextSmart module of SPSS is not an example of the new breed of automated coding systems.

Question 64

Data entry must always be done manually.

Question 65

Given the following cross tabulation output, answer the questions below:
Questions:
1) What percentage of males did not attend at least one movie at a movie theatre in the last year?
2) What percent of all respondents were female and attended at least one movie at a movie theatre?
3) What percent of all respondents that did not go to at least one movie at a movie theatre in the last year were female?

Question 66

Using the data below compare and contrast male and female soft drink consumption. You will need to compute the proper measure of central tendency and dispersion to support your answer.

Question 67

Stacked bar charts are not helpful in graphically representing cross-tabulation results.

Question 68

Illustrate a condition in which a "SKIP PATTERN" is needed.

Question 69

Scanning data is the most frequently used questionnaire tool.

Question 70

A common way of setting up cross-tabulation is to use columns to represent factors such as demographics and lifestyle characteristics, which are expected to be predictors of the state of mind, behavior, or intentions data, shown as rows of the table.

Question 71

Means are not included in a cross tabulation.

Question 72

Open-ended questions are often necessary even in surveys whose major objective is to produce quantitative data. Given the open-ended responses below, which answers would you discard?
QUESTION: What do you like about McDonald's French Fries compared to other restaurant French fries?
Responses: I like that they are
1) Saltier
2) Crisper
3) Fresher and hotter
4) Crunchy
5) I don't eat them
6) I don't like them
7) Burger King's are better
8) Depends on when they were cooked
9) Super sized
10) Salty
11) Messy
12) Hot
13) Crunchy
14) Greasy
15) Ewww

Question 73

Give the five steps in the analysis process.

Question 74

The purpose of the first edit, or field edit, is to identify problems when there is still time to recontact the respondent and determine the appropriate answer to questions that were not asked.