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 programmingB. data warehousingC. customer relationships managementD. data mining2) 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 tierB. Middle tierC. Base tierD. Foundation tier3) 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 harmedB. protect researchers from legal liabilityC. identify what behavior is appropriateD. ensure research sponsors fulfill their legal obligations5) _____ occurs when the participants are told only part of the truth or when the truth is fully compromised.A. CoercionB. DeceptionC. Informed consentD. Debriefing6) 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 questionB. management-research question hierarchyC. management dilemmaD. management question7) The fundamental weakness in the research process is _____.A. incorrectly defining the research questionB. identifying a flawed sampling frameC. misdefining the target populationD. failing to identify all relevant secondary information8) Which type of management question asks what do we want to achieve?A. Choice of purposeB. Evaluation of solutionsC. TroubleshootingD. Control9) In the Southeast the potato chip market share held by the Lays brand is 46%. This is an example of _____.A. a research questionB. a descriptive hypothesisC. a relational hypothesisD. an explanatory hypothesis10) An increase in hours of television viewing leads to increases in the sales of snack foods. This is an example of a _____.A. research questionB. descriptive hypothesisC. correlational hypothesisD. causal hypothesis11) 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 constructB. a conceptual schemeC. an operational definitionD. a dictionary definition12) James is entering data on client gender. Because the values entered reflect male or female this variable is _____.A. discreteB. dichotomousC. continuousD. ratio-scaled13) Which variable in an experiment is the variable expected to be affected by the manipulation?A. Dependent variableB. Extraneous variableC. Moderating variableD. Independent variable14) Qualitative research seeks to _____ theory while quantitative research _____ it. A. examine; interpretsB. build; testsC. test; understandsD. apply; builds15) Which of the following is true of quantitative research?A. It uses a nonprobability sampling methodB. Results are generalizableC. Data analysis is ongoing during the projectD. Sample sizes are generally small16) The use of a control group in experimentation _____.A. provides for the manipulation of the independent variableB. serves as a comparison to assess the manipulationC. minimizes the cost of experimentationD. allows for discovery of the average effect of the independent variable in different situations17) What is the first step in conducting an experiment?A. Specify the level(s) of the treatmentB. Choose the experimental designC. Control the experimental environmentD. Select relevant variables18) 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 _____ dataA. primaryB. secondaryC. quantitativeD. statistical19) The goal of a formal study is to _____.A. discover future research tasksB. expand understanding of a topicC. test hypothesesD. provide insight20) A _____ scale is a scale that scores an object or property without making a direct comparison to another object or property.A. rankingB. ratingC. categorizationD. sorting21) What type of data is produced by simple category scales?A. NominalB. OrdinalC. IntervalD. Ratio22) _____ is the extent to which a measurement tool actually measures what we wish to measure.A. ReliabilityB. ValidityC. PracticalityD. Significance23) The list of elements in a population from which the sample is drawn is known as the _____.A. sampling frameB. population extentC. databaseD. sampling base24) The process of ensuring the accuracy of data and their conversion from raw form into classified forms appropriate for analysis is called _____. A. codingB. data entryC. data preparationD. data measurement25) _____ involves assigning numbers or other symbols to answers so that the responses can be grouped into a limited number of categoriesA. EditingB. Data entryC. CodingD. Measurement26) The standard error of the estimate is a type of measure of _____.A. central tendencyB. accuracyC. significanceD. standard deviation27) _____ are summary descriptors of variables of interest in the populationA. Sample statisticsB. Population parametersC. Systematic estimatesD. Standard errors28) The measure of deviation from the mean such that cases stretch toward one tail or the other is called _____.A. kurtosisB. platykurticC. skewnessD. ku29) 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?B. What percentage of residents shop at the local grocery store?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. resistanceB. statistical significanceC. substantive significanceD. reasonable doubt

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