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1) Northwest Airlines applied mathematical models to
determine which customers in its database were currently
responsible for most of its profitability and which customers were
not currently profitable but had similar characteristics to the
most profitable customers. Northwest Airlines utilized _____ to
identify these customers.
A. computer programming
B. data warehousing
C. customer relationships management
D. data mining
2) Minute Maid sees research as the fundamental first step
in any business decision, and it created proprietary methods for
conducting research. At what level of the hierarchy of business
decision makers does Minute Maid operate?
A. Top tier
B. Middle tier
C. Base tier
D. Foundation tier
3) Which of the following questions is considered first
when discussing a management dilemma?
A. How can management eliminate negative symptoms?
B. What does the manager need to know to choose the best
alternative from the available sources of action?
C. What is the recommended course of action?
D. What symptoms cause management concern?
4) The goal of ethics in research is to _____.
A. ensure that no one is harmed
B. protect researchers from legal liability
C. identify what behavior is appropriate
D. ensure research sponsors fulfill their legal obligations
5) _____ occurs when the participants are told only part of
the truth or when the truth is fully compromised.
A. Coercion
B. Deception
C. Informed consent
D. Debriefing
6) The process of stating the basic dilemma and then
developing other questions by progressively breaking down the
original question into more specific ones is called the _____.
A. research question
B. management-research question hierarchy
C. management dilemma
D. management question
7) The fundamental weakness in the research process is
A. incorrectly defining the research question
B. identifying a flawed sampling frame
C. misdefining the target population
D. failing to identify all relevant secondary information
8) Which type of management question asks what do we want
to achieve?
A. Choice of purpose
B. Evaluation of solutions
C. Troubleshooting
D. Control
9) In the Southeast, the potato chip market share held by
the Lays brand is 46%. This is an example of _____.
A. a research question
B. a descriptive hypothesis
C. a relational hypothesis
D. an explanatory hypothesis
10) An increase in hours of television viewing leads to
increases in the sales of snack foods. This is an example of a
A. research question
B. descriptive hypothesis
C. correlational hypothesis
D. causal hypothesis
11) To be categorized as a customer, an individual must
have a history of shopping at the establishment at least twice
before the start of the study with expenditures of more than $10.
This is an example of _____.
A. a hypothetical construct
B. a conceptual scheme
C. an operational definition
D. a dictionary definition
12) James is entering data on client gender. Because the
values entered reflect male or female, this variable is _____.
A. discrete
B. dichotomous
C. continuous
D. ratio-scaled
13) Which variable in an experiment is the variable
expected to be affected by the manipulation?
A. Dependent variable
B. Extraneous variable
C. Moderating variable
D. Independent variable
14) Qualitative research seeks to _____ theory while
quantitative research _____ it.
A. examine; interprets
B. build; tests
C. test; understands
D. apply; builds
15) Which of the following is true of quantitative
A. It uses a nonprobability sampling method
B. Results are generalizable
C. Data analysis is ongoing during the project
D. Sample sizes are generally small
16) The use of a control group in experimentation _____.
A. provides for the manipulation of the independent variable
B. serves as a comparison to assess the manipulation
C. minimizes the cost of experimentation
D. allows for discovery of the average effect of the independent
variable in different situations
17) What is the first step in conducting an experiment?
A. Specify the level(s) of the treatment
B. Choose the experimental design
C. Control the experimental environment
D. Select relevant variables
18) Data originating from studies that are conducted by
others and created for a purpose different from the purpose of the
study for which the data are being reviewed are called _____
A. primary
B. secondary
C. quantitative
D. statistical
19) The goal of a formal study is to _____.
A. discover future research tasks
B. expand understanding of a topic
C. test hypotheses
D. provide insight
20) A _____ scale is a scale that scores an object or
property without making a direct comparison to another object or
A. ranking
B. rating
C. categorization
D. sorting
21) What type of data is produced by simple category
A. Nominal
B. Ordinal
C. Interval
D. Ratio
22) _____ is the extent to which a measurement tool
actually measures what we wish to measure.
A. Reliability
B. Validity
C. Practicality
D. Significance
23) The list of elements in a population from which the
sample is drawn is known as the _____.
A. sampling frame
B. population extent
C. database
D. sampling base
24) The process of ensuring the accuracy of data and their
conversion from raw form into classified forms appropriate for
analysis is called _____.
A. coding
B. data entry
C. data preparation
D. data measurement
25) _____ involves assigning numbers or other symbols to
answers so that the responses can be grouped into a limited number
of categories
A. Editing
B. Data entry
C. Coding
D. Measurement
26) The standard error of the estimate is a type of measure
of _____.
A. central tendency
B. accuracy
C. significance
D. standard deviation
27) _____ are summary descriptors of variables of interest
in the population
A. Sample statistics
B. Population parameters
C. Systematic estimates
D. Standard errors
28) The measure of deviation from the mean such that cases
stretch toward one tail or the other is called _____.
A. kurtosis
B. platykurtic
C. skewness
D. ku
29) Which of the research questions/hypotheses below is
best answered using cross-tabulations?
A. What percentage of men and women prefer Brand A over Brand
B. What percentage of residents shop at the local grocery
C. Is brand loyalty related to brand image?
D. What happens to sales when prices drop?
30) If a difference is not caused only by random sampling
fluctuations, it is said to have _____.
A. resistance
B. statistical significance
C. substantive significance
D. reasonable doubt


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