1) Northwest Airlines applied mathematical models to determinewhich customers in its database were currently responsible for mostof its profitability and which customers were not currentlyprofitable but had similar characteristics to the most profitablecustomers. Northwest Airlines utilized _____ to identify thesecustomers.
A. computer programming
B. data warehousing
C. customer relationships management
D. data mining
2) Minute Maid sees research as the fundamental first step in anybusiness decision, and it created proprietary methods forconducting research. At what level of the hierarchy of businessdecision 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 whendiscussing a management dilemma?
A. How can management eliminate negative symptoms?
B. What does the manager need to know to choose the bestalternative 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 thetruth or when the truth is fully compromised.
C. Informed consent
6) The process of stating the basic dilemma and then developingother questions by progressively breaking down the originalquestion 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 toachieve?
A. Choice of purpose
B. Evaluation of solutions
9) In the Southeast, the potato chip market share held by the Laysbrand 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 increasesin 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 ahistory of shopping at the establishment at least twice before thestart of the study with expenditures of more than $10. This is anexample 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 valuesentered reflect male or female, this variable is _____.
13) Which variable in an experiment is the variable expected to beaffected by the manipulation?
A. Dependent variable
B. Extraneous variable
C. Moderating variable
D. Independent variable
14) Qualitative research seeks to _____ theory while quantitativeresearch _____ it.
A. examine; interprets
B. build; tests
C. test; understands
D. apply; builds
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15) Which of the following is true of quantitative research?
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 independentvariable 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 andcreated for a purpose different from the purpose of the study forwhich the data are being reviewed are called _____ data
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 propertywithout making a direct comparison to another object orproperty.
21) What type of data is produced by simple category scales?
22) _____ is the extent to which a measurement tool actuallymeasures what we wish to measure.
23) The list of elements in a population from which the sample isdrawn is known as the _____.
A. sampling frame
B. population extent
D. sampling base
24) The process of ensuring the accuracy of data and theirconversion from raw form into classified forms appropriate foranalysis is called _____.
B. data entry
C. data preparation
D. data measurement
25) _____ involves assigning numbers or other symbols to answers sothat the responses can be grouped into a limited number ofcategories
B. Data entry
26) The standard error of the estimate is a type of measure of_____.
A. central tendency
D. standard deviation
27) _____ are summary descriptors of variables of interest in thepopulation
A. Sample statistics
B. Population parameters
C. Systematic estimates
D. Standard errors
28) The measure of deviation from the mean such that cases stretchtoward one tail or the other is called _____.
29) Which of the research questions/hypotheses below is bestanswered using cross-tabulations?
A. What percentage of men and women prefer Brand A over BrandB?
B. What percentage of residents shop at the local grocerystore?
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 samplingfluctuations, it is said to have _____.
B. statistical significance
C. substantive significance