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Exam 14: Data Preparation

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Question 61

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Missing responses represent values of a variable that are unknown, either because respondents provided ambiguous answers or their answers were not properly recorded.

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Question 62

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During a preliminary check for consistency, you found a respondent had reported an annual income of less than $20,000, yet indicated frequent shopping at prestigious department stores such as Saks Fifth Avenue and Neiman Marcus. You are at the ________ step of the data-preparation process.

A) coding
B) data cleaning
C) questionnaire checking
D) editing

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Question 63

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The initial step in questionnaire checking involves a check of all questionnaires for completeness and interviewing quality.

Respondents have been asked to express their degree of agreement with a series of lifestyle statements on a 1-to-5 scale, assuming that 9 has been designated for missing values, data values of 0, 6, 7, and 8 are out of range. Where in the data cleaning process might any out-of-range data be caught?

When utilizing univariate techniques, the samples are ________ when the data for the two samples relate to the same group of respondents.

Standardized z_i scores can be obtained as: Z_i = (X - )/s.

Unsatisfactory responses uncovered in the editing stage of the data-preparation process are commonly handled by doing any of the following except ________.

A codebook generally contains all of the following information except ________.

Which treatment of unsatisfactory responses is particularly attractive for business and industrial marketing surveys where the sample sizes are small and the respondents are easily identifiable?

Univariate techniques can be classified based on whether the data are metric or nonmetric.

Which is not a part of the process of selecting a data analysis strategy?

Consider the example of a respondent who indicates an extremely favorable attitude toward spectator sports on all of the positively worded statements in a survey and an extremely negative attitude on statements that were reversed. Decisions whether such respondents should be discarded, that is, not included in the analysis, can raise ethical concerns. A good rule of thumb is to make such decisions during the data-preparation phase before conducting the analysis.

SPSS Missing Values Analysis can assist in diagnosing missing values and replacing missing values with estimates. The missing values can also be treated within the context of the SPSS Base module.

________ are appropriate when there is a single measurement of each element in the sample, or there are several measurements of each element but each variable is analyzed in isolation.

Discuss the pros and cons of the various options for the treatment of missing responses.

Analysis of interobject similarity can be conducted by cluster analysis and multiple discriminant analysis.

Ethical issues that arise during the data preparation and analysis step of marketing research process pertain mainly to the researcher.

The general guidelines for coding unstructured questions and questionnaires include all of the following except ________.

Scanning of questionnaires has allowed Princess Cruises to increase the accuracy of their survey results.

Respondents have been asked to express their degree of agreement with a series of lifestyle statements on a 1-to-5 scale, assuming that 9 has been designated for missing values, data values of 0, 6, 7, and 8 are out of range. Where in the data-preparation process might any out-of-range data be caught?