1 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? • • • • TOP TIER FOUNDATION TIER BASE TIER MIDDLE TIER 2. If a difference is not caused only by random sampling fluctuations, it is said to have _____. • • • • SUBSTANTIVE SIGNIFICANCE RESISTANCE STATISTICAL SIGNIFICANCE REASONABLE DOUBT 3_____ is the extent to which a measurement tool actually measures what we wish to measure. • • • • RELIABILITY PRACTICALITY SIGNIFICANCE VALIDITY 4. Which of the following questions is considered first when discussing a management dilemma? • WHAT IS THE RECOMMENDED COURSE OF ACTION? • WHAT DOES THE MANAGER NEED TO KNOW TO CHOOSE THE BEST ALTERNATIVE FROM THE AVAILABLE SOURCES OF ACTION? • WHAT SYMPTOMS CAUSE MANAGEMENT CONCERN? • HOW CAN MANAGEMENT ELIMINATE NEGATIVE SYMPTOMS? 5.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. • • • • DATA WAREHOUSING COMPUTER PROGRAMMING CUSTOMER RELATIONSHIPS MANAGEMENT DATA MINING 6._____ are summary descriptors of variables of interest in the population. • • • • STANDARD ERRORS POPULATION PARAMETERS SYSTEMATIC ESTIMATES SAMPLE STATISTICS 7. 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 _____. • • • • RESEARCH QUESTION MANAGEMENT DILEMMA MANAGEMENT QUESTION MANAGEMENT-RESEARCH QUESTION HIERARCHY 8. IN THE SOUTHEAST, THE POTATO CHIP MARKET SHARE HELD BY THE LAYS BRAND IS 46%. THIS IS AN EXAMPLE OF _____. ◦ AN EXPLANATORY HYPOTHESIS ◦ A DESCRIPTIVE HYPOTHESIS ◦ A RELATIONAL HYPOTHESIS ◦ A RESEARCH QUESTION 9. WHICH TYPE OF MANAGEMENT QUESTION ASKS WHAT DO WE WANT TO ACHIEVE? ◦ CHOICE OF PURPOSE ◦ EVALUATION OF SOLUTIONS ◦ TROUBLESHOOTING ◦ CONTROL 10. 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 _____ data. • statistical • secondary • quantitative • primary 11 The measure of deviation from the mean such that cases stretch toward one tail or the other is called _____. • kurtosis • ku • platykurtic • skewness 12 A _____ scale is a scale that scores an object or property without making a direct comparison to another object or property. • ranking • sorting • categorization • rating 13 The goal of a formal study is to _____. • test hypotheses • provide insight • expand understanding of a topic • discover future research tasks 14. An increase in hours of television viewing leads to increases in the sales of snack foods. This is an example of a _____. • descriptive hypothesis • causal hypothesis • research question • correlational hypothesis 15. Which of the research questions/hypotheses below is best answered using cross-tabulations? • What percentage of men and women prefer Brand A over Brand B? • Is brand loyalty related to brand image? • What percentage of residents shop at the local grocery store? • What happens to sales when prices drop? 16. Which of the following is true of quantitative research? • Sample sizes are generally small • Results are generalizable • Data analysis is ongoing during the project • It uses a nonprobability sampling method 17. he use of a control group in experimentation _____. • provides for the manipulation of the independent variable • serves as a comparison to assess the manipulation • allows for discovery of the average effect of the independent variable in different situations • minimizes the cost of experimentation 18. _____ occurs when the participants are told only part of the truth or when the truth is fully compromised. • Debriefing • Coercion • Deception • Informed consent 19. 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 dictionary definition • an operational definition • a hypothetical construct • a conceptual scheme 20. Which variable in an experiment is the variable expected to be affected by the manipulation? • Dependent variable • Independent variable • Moderating variable • Extraneous variable 21. James is entering data on client gender. Because the values entered reflect male or female, this variable is _____. • dichotomous • ratio-scaled • continuous • discrete 22 The process of ensuring the accuracy of data and their conversion from raw form into classified forms appropriate for analysis is called _____. • data measurement • coding • data preparation • data entry 23 The goal of ethics in research is to _____. • ensure research sponsors fulfill their legal obligations • identify what behavior is appropriate • ensure that no one is harmed • protect researchers from legal liability 24 What is the first step in conducting an experiment? • Choose the experimental design • Control the experimental environment • Select relevant variables • Specify the level(s) of the treatment 25 The standard error of the estimate is a type of measure of _____. • central tendency • significance • accuracy • standard deviation 26 The list of elements in a population from which the sample is drawn is known as the _____. • database • sampling base • population extent • sampling frame 27 The fundamental weakness in the research process is _____. • identifying a flawed sampling frame • misdefining the target population • failing to identify all relevant secondary information • incorrectly defining the research question 28 _____ involves assigning numbers or other symbols to answers so that the responses can be grouped into a limited number of categories. • Coding • Measurement • Editing • Data entry 29 Qualitative research seeks to _____ theory while quantitative research _____ it. • examine; interprets • build; tests • test; understands • apply; builds 30 What type of data is produced by simple category scales? • Interval • Ratio • Ordinal • Nominal