True or False
Module 1
1. Curbstoning helps the researcher achieve a high level of accuracy.
2. Checking the raw data for mistakes made by the interviewer or the respondent is called data entry.
3. The coding process involves grouping and assigning numerical values to various responses from the survey instrument.
4. The responses to open ended questions are easily coded.
Module 2
1. The median refers to the most common value.
2. Measures of central tendency include the mean, mode, median, and standard deviation.
3. The standard deviation is a measure of dispersion that measures the distance from the mean.
4. ANOVA is a statistical technique that determines if three or more means are statistically different from each other.
5. Perceptual maps provide a visual representation of the respondent’s perceptions.
Module 3
1. A scatter diagram is a graphic plot of the relative position of two variables.
2. The correlation coefficient can be either positive or negative.
3. The least squares procedure determines the best-fit line by minimizing the vertical distances of all points from the line.
Module 4
1. Cluster analysis is a multivariate interdependence technique whose primary objective is to classify objects into relatively heterogeneous groups based on the set of variable considered.
2. The purpose of factor analysis is to simplify the data, but there is no distinction between dependent and independent variables.
3. By examining the characteristics associated with each of the clusters management can decide which clusters to target and how to reach them.
4. Discriminant analysis tries to estimate the product attribute importance weights.
Module 5
1. A description of the research methods should be communicated to the client.
2. Believability is the quality of the report that is related to its accuracy.
3. Credibility is the quality of the report that is based on logical thinking and precise expression.
4. The executive summary must contain the research objectives, summary of findings, and conclusions.