廣告調(diào)查（第二版）英文 答案 Chapter 15 Quantitative Data Analysis Descriptive Statistics

Copyright?2012PearsonEducation,Inc.

AdvertisingResearch:TheoryandPractice,2e(Davis)

Chapter15DescriptiveStatistics

1)Danny'steacherassignsgradesasfollows:

90%andover: A

80%to89%: B

70%to79%: C

69%orbelow: D

Dannyanswers41questionscorrectlyoutof50possible.WhatisDanny'sgrade?

A)A

B)B

C)C

D)D

Answer:B

PageRef:396

Difficulty:Easy

LearningObj.:LO1

Classification:Application

AACSBStandard:AnalyticSkills

2)Onhislastexam,Dennisanswered44questionscorrectlyoutof50possible.WhatpercentageofthequestionsdidDennisanswercorrectly?

A)44

B)64

C)88

D)94

Answer:C

PageRef:396

Difficulty:Easy

LearningObj.:LO1

Classification:Application

AACSBStandard:AnalyticSkills

3)Onhislastexam,Dennismissed12questionsoutof50possible.WhatpercentageofthequestionsdidDennisanswercorrectly?

A)24

B)62

C)72

D)76

Answer:D

PageRef:396

Difficulty:Easy

LearningObj.:LO1

Classification:Application

AACSBStandard:AnalyticSkills

4)Thedatabelowshowsthedistributionofmenandwomenrespondingtoasurvey.

Whatpercentageoftherespondentswerewomen?

A)17

B)33

C)34

D)66

Answer:C

PageRef:396

Difficulty:Moderate

LearningObj.:LO1

Classification:Application

AACSBStandard:AnalyticSkills

5)Fiftyindividualsrespondedtoasurvey.Thepercentageofmenandwomenisshownbelow.

Howmanysurveyrespondentsweremen?

A)10

B)35

C)45

D)90

Answer:C

PageRef:396

Difficulty:Moderate

LearningObj.:LO1

Classification:Application

AACSBStandard:AnalyticSkills

6)Francishastakentwoexamsinheradvertisingclass.Bothexamsconsistedof100questions.Onthefirstexam,Francisanswered57questionscorrectly.Onthesecondexam,sheanswered93questionscorrectly.WhatisFrancis'overallaverage?

A)70

B)75

C)93

D)150

Answer:B

PageRef:397

Difficulty:Moderate

LearningObj.:LO1

Classification:Application

AACSBStandard:AnalyticSkills

7)Thefollowingquestionwasaskedonanadvertisingtest:

Tenpeopleanswerthisquestionwiththefollowingresponses:1,2,3,2,3,3,2,1,5,5.Whatistheaveragerelevancerating?

A)2.0

B)2.7

C)10.0

D)27.0

Answer:B

PageRef:397

Difficulty:Moderate

LearningObj.:LO1

Classification:Application

AACSBStandard:AnalyticSkills

8)Considertheresponsestoaquestionmeasuringcommercialbelievability(shownbelow).

Whatistheaveragebelievabilityrating?

A)1.5

B)2.5

C)2.8

D)28.0

Answer:C

PageRef:397

Difficulty:Moderate

LearningObj.:LO1

Classification:Application

AACSBStandard:AnalyticSkills

9)The________isthenumberthatappearsinthemiddleofanorderedsetofdata.

A)median

B)mode

C)standardscore

Answer:A

PageRef:398

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

10)The________isthenumberinasetofscoresthatappearsmostoften.

A)median

B)mode

C)standardscore

Answer:B

PageRef:398

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

11)Elevenindividualsrespondtoasurveyquestion.Theyareaskedtoratecommercialrelevanceonascaleof1to5.Theirresponsesare:2,3,5,4,2,4,2,2,1,1,2.Themedianinthissetofscoresis________.

A)1

B)2

C)3

D)4

Answer:B

PageRef:398

Difficulty:Moderate

LearningObj.:LO1

Classification:Application

AACSBStandard:AnalyticSkills

12)Elevenindividualsrespondtoasurveyquestion.Theyareaskedtoratecommercialrelevanceonascaleof1to5.Theirresponsesare:1,3,1,4,2,4,1,2,1,1,2.Themodeinthissetofscoresis________.

A)1

B)2

C)3

D)4

Answer:A

PageRef:398

Difficulty:Moderate

LearningObj.:LO1

Classification:Application

AACSBStandard:AnalyticSkills

13)Whichofthemeasuresshownbelowismostsensitivetoextremevalues?

A)Mean

B)Median

C)Mode

Answer:A

PageRef:399

Difficulty:Moderate

LearningObj.:LO1

Classification:Application

14)Themeanandmode,versusanaverage,arebetterdescriptorsofadistributionwhen________.

A)thesampleisnotrandomlyselected.

B)thesurveyquestionhasfewerthanfiveoptions.

C)thereareover2,000respondentsinthesample.

D)thedistributionishighlyskewed.

Answer:D

PageRef:399

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

15)A________distributionresultsinthesamevalueforthemean,medianandmode.

A)symmetrical

B)left-skewed

C)right-skewed

Answer:A

PageRef:400

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

16)A________distributionresultsinamedianandmeanhigherthanthemode.

A)symmetrical

B)left-skewed

C)right-skewed

Answer:B

PageRef:400

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

17)Tomistryingtosummarizethehousingvaluesinhisneighborhood.Therearetenhousesintotalwhichfallintothefollowingvalueranges:

Whichsummarymeasureismostappropriatetosummarizethisdata?

A)mean

B)medianormode

Answer:B

PageRef:399

Difficulty:Easy

LearningObj.:LO1

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

18)The________isameasureofasetofscores'dispersion.

A)mean

B)median

C)mode

D)standarddeviation

Answer:A

PageRef:399

Difficulty:Easy

LearningObj.:LO1

Classification:Conceptual

19)Considerthesurveyquestionshownbelow.

OnehundredpeopleanswerthequestionafterseeingCommercialAandadifferent100peopleanswerthisquestionafterseeingCommercialB.TheaveragerelevanceforCommercialAwas3.0andtheaveragerelevanceforCommercialBwas3.0.

Thismeansthatthepercentageofindividualsselecting"Extremelyrelevant"wasidenticalforthetwocommercials.

Answer:FALSE

PageRef:401

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

AACSBStandard:AnalyticSkills

20)Threegroupsofindividualseachseeanad(labeledAd1,Ad2,andAd3below).Considertheresponses(shownbelow)toaquestionthataskswhetherarespondentwaspositiveornegativetowardtheadviewed.

Themeanonthismeasureforallthreecommercialsisthesame.Thismeansthatthestandarddeviationforallthreecommercialsisalsothesame.

Answer:FALSE

PageRef:401

Difficulty:Difficult

LearningObj.:LO1

Classification:Application

AACSBStandard:AnalyticSkills

21)Threegroupsofindividualseachseeanad(labeledAd1,Ad2,andAd3below).Considertheresponses(shownbelow)toaquestionthataskswhetherarespondentwaspositiveornegativetowardtheadviewed..

Whichcommercial,ifany,willhavethelargeststandarddeviation?

A)1

B)2

C)3

D)Thestandarddeviationforallthreecommercialswillbethesame.

Answer:B

PageRef:401

Difficulty:Difficult

LearningObj.:LO1

Classification:Application

AACSBStandard:AnalyticSkills

22)Considerthesurveyquestionshownbelow.

OnehundredpeopleanswerthequestionafterseeingCommercialAandadifferent100peopleanswerthisquestionafterseeingCommercialB.Themeanresponseonthismeasureforbothcommercialsis2.3.ThestandarddeviationforCommercialAis1.1andthestandarddeviationforCommercialBis1.9.

ThismeansthatdispersalofscoresforCommercialBislargerthanthedispersalofscoresforCommercialA.

Answer:TRUE

PageRef:401

Difficulty:Difficult

LearningObj.:LO1

Classification:Application

AACSBStandard:AnalyticSkills

23)Twocommercialsaretested.CommercialAusesafive-pointscaletomeasurebelievabilitywhileCommercialBusesaseven-pointscaletomeasurebelievability.Thedifferentnumberofscaleoptionspreventsacomparisonofthetwoscales'standarddeviations.

Answer:TRUE

PageRef:402

Difficulty:Moderate

LearningObj.:LO1

Classification:CriticalThinking

AACSBStandard:ReflectiveThinkingSkills

24)Akeycomponentoftheformulausedtocomputestandarddeviationisthesubtractionoftheoverallmeanfromeachindividualscore.

Answer:TRUE

PageRef:403

Difficulty:Moderate

LearningObj.:LO1

Classification:Conceptual

25)Thefirststepinpreparingdataforanalysisistocomputethemeanforeachappropriatemeasure.

Answer:FALSE

PageRef:404

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

26)Aninitialreviewofdataqualityentailsexaminingthepercentagedistributionforeachquestiontoseeifthereisanything"odd"inthepatternofresponse.

Answer:TRUE

PageRef:404

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

27)Youareexaminingthepatternsofresponseonasurveypriortodataanalysis.Youfindonequestionwhere100%oftherespondentsindicatedthatthey"stronglyagreed"thatthecommercialjustviewedwasentertaining.Sincethisisapositivefinding,nofurtherexaminationoftheresponsestothisquestionisnecessary.

Answer:FALSE

PageRef:404

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

28)Youareexaminingthepatternsofresponseonasurveypriortodataanalysis.Asageneralruleofthumb,youshouldcloselyexamineanyquestionthathasarelativelylowoverallcompletionrate.

Answer:TRUE

PageRef:406

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

29)Youareexaminingthepatternofresponseonasurveypriortodataanalysis.Theexaminationofthedataonthequestionlevelshouldbefollowedbyareviewofeachindividualrespondent'spatternofresponse.

Answer:TRUE

PageRef:406

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

30)Afterexaminingeachindividual'sresponsestoasurvey,youfindthatonerespondenthasfailedtoanswermostofthequestions.Whatisyourbestcourseofaction?

A)Substitutethemeanresponseoneachquestionforthemissingdata

B)Recontacttherespondentandobtainthemissinginformation

C)Eliminatetherespondentfromthesample

Answer:C

PageRef:406

Difficulty:Moderate

LearningObj.:LO2

Classification:CriticalThinking

AACSBStandard:ReflectiveThinkingSkills

31)Whichofthefollowingdescriptivestatisticsis(are)appropriateforchecklistquestions?

A)percentages

B)averages

C)standarddeviation

D)allthreeareappropriatewaystoexaminechecklistdata

Answer:A

PageRef:408

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

32)Whichofthefollowingdescriptivestatisticsis(are)appropriatefornominallevelmeasures?

A)percentages

B)averages

C)standarddeviation

D)allthreeareappropriatewaystoexaminenominallevelmeasures

Answer:A

PageRef:408

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

33)Attheendofyoursurvey,youaskaclassificationquestionregardingrespondentgender.Theresponseoptionsare"male(coded1)"and"female(coded2)."Whichofthefollowingdescriptivestatisticsis(are)appropriateforthisquestion?

A)percentages

B)averages

C)standarddeviation

D)allthreeareappropriatewaystoexamineresponsestothisquestion

Answer:A

PageRef:408

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

34)Considerthedatashowninthetablebelow.Thetableshowsresponsestoaclassificationquestion.

Whatpercentofthesampleisnotenrolledinanyschool?

A)9%

B)11%

C)55%

D)cannotbecalculatedfromthedatashown

Answer:B

PageRef:408

Difficulty:Moderate

LearningObj.:LO3

Classification:Application

AACSBStandard:AnalyticSkills

35)Considerthedatashowninthetablebelow.Thetableshowsresponsestoaclassificationquestion.

Whatpercentofthesampleiscurrentlyenrolledincollegeattheundergraduateoradvanceddegreelevel?

A)45%

B)64%

C)320%

D)cannotbecalculatedfromthedatashown

Answer:B

PageRef:408

Difficulty:Moderate

LearningObj.:LO3

Classification:Application

AACSBStandard:AnalyticSkills

36)Considerthedatashowninthetablebelow.Thetableshowsresponsestoachecklistquestion.

Whatpercentoftherespondentsfoundthecommercialvaluable?

A)29%

B)49%

C)145%

D)cannotbedeterminedfromthedataprovided

Answer:A

PageRef:411

Difficulty:Moderate

LearningObj.:LO3

Classification:Application

AACSBStandard:AnalyticSkills

37)Therearethreepatternsofresponseforaseriesofchecklistitems.Arespondentcancheck:(1)allpositiveitems,(2)allnegativeitems,or(3)amixofbothpositiveandnegativeitems.

Answer:TRUE

PageRef:412

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

38)Whichofthefollowingdescriptivestatisticsis(are)appropriateforordinallevelmeasures?

A)percentages

B)averages

C)standarddeviation

D)allthreeareappropriatewaystoexamineordinallevelmeasures

Answer:A

PageRef:408

Difficulty:Moderate

LearningObj.:LO3

Classification:Application

39)Whichofthefollowingdescriptivestatisticsis(are)appropriateforrankingquestions?

A)percentages

B)averages

C)standarddeviation

D)allthreeareappropriatewaystoexamineresponsestorankingquestions

Answer:A

PageRef:408

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

40)Thetablebelowshowstheresponsestoarankingquestion.

Whatpercentageshouldreplacethequestionmark?

A)6

B)66

C)76

D)cannotbedeterminedfromthedataprovided

Answer:A

PageRef:414

Difficulty:Difficult

LearningObj.:LO3

Classification:Application

AACSBStandard:AnalyticSkills

41)Considertherankingdatashowninthetablebelow.

Whatisthe"netbestranking"forSprint?

A)-30%

B)-2%

C)2%

D)30%

Answer:A

PageRef:415

Difficulty:Difficult

LearningObj.:LO3

Classification:Application

AACSBStandard:AnalyticSkills

42)Whichofthefollowingdescriptivestatisticsis(are)appropriateforintervallevelmeasures?

A)percentages

B)averages

C)standarddeviation

D)allthreeareappropriatewaystoexamineintervallevelmeasures

Answer:D

PageRef:415

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

43)Whichofthefollowingdescriptivestatisticsis(are)appropriateforratingscales?

A)percentages

B)averages

C)standarddeviation

D)allthreeareappropriatewaystoexamineresponsestoaratingscale

Answer:D

PageRef:415

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

44)Whenpresentingratingscaledata,itisneverpermissibletocombineseveralresponseoptions,thatis,tocreateanewcategory"agree"composedofthosewho"stronglyagree"and"slightlyagree."

Answer:FALSE

PageRef:416

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

AACSBStandard:ReflectiveThinkingSkills

45)Whichofthefollowingdescriptivestatisticsis(are)appropriateforconstantsumquestions?

A)percentages

B)averages

C)standarddeviation

D)allthreeareappropriatewaystoexamineresponsestoaconstantsum

Answer:D

PageRef:417

Difficulty:Moderate

LearningObj.:LO3

Classification:Conceptual

46)Whichofthefollowingdescriptivestatisticsis(are)appropriateforratiolevelmeasures?

A)percentages

B)averages

C)standarddeviation

D)allthreeareappropriatewaystoexamineresponsestoratiolevelmeasures

Answer:D

PageRef:415

Difficulty:Moderate

LearningObj.:LO2

Classification:Conceptual

47)Thinkaboutaconstantsumquestion.Whendeterminingtheaveragenumberofpointsallocatedtoaparticularobject,youdividethetotalnumberofpointsgiventothatobject(byallrespondents)bythenumberofrespondentsansweringthequestion.

A)True

B)False

Answer:B

PageRef:417

Difficulty:Easy

LearningObj.:LO3

Classification:Conceptual

48)Thefollowingtwostatementsrefertosubgroupanalysis.

I. Subgroupanalysesarenotnecessarywhentheoverallresearchfindings

arepositiveorreinforcepre-existingbeliefs.

II. Ananalysisofsubgroupdataoftenprovidesdeeperinsightsintodatatrends.

Which,ifany,ofthesestatementsis(are)true?

A)Ionly

B)IIonly

C)IandIIarebothtrue

D)NeitherInorIIistrue

Answer:B

PageRef:418

Difficulty:Moderate

LearningObj.:LO4

Classification:Conceptual

49)AnadvertiserconductsatastetestofCherryCokeversusCherryPepsiandDr.Pepper.TenrespondentsrateCokeandanothertenratePepsiandanother10rateDr.Pepper.Thescaleusedis:

Excellenttaste(1)

Goodtaste(2)

Neithergoodnorbadtaste(3)

Poortaste(4)

Verypoortaste(5)

Theratingsareshownbelow.

Brand:

CherryCoke

CherryPepsi

Dr.Pepper

1

1

1

2

2

1

3

3

1

4

4

5

5

3

5

1

4

5

2

4

1

3

4

1

4

2

5

5

2

5

Average;

3.0

3.0

3.0

Denny,theresearcher,concludesthatreactionstoCherryPepsiandDr.Pepperareidentical.Isthisconclusioncorrect?Why?

Answer:No,thisconclusionisnotcorrect.Eventhoughtheoverallmeansarethesame,theunderlyingdistributionsareverydifferent.AlloftheratingsforCherryPepsiareinthemiddleoftheratingscalewhiletheratingsforDr.Pepperalllieattheextremes.

PageRef:418-419

Difficulty:Moderate

LearningObj.:LO3

Classification:Synthesis

AACSBStandard:AnalyticSkills

50)Belowareresponsestosixchecklistquestions.An"x"indicatesanitemwaschecked.Directionstotherespondentsaid"Checkallitemsthatcompletethissentenceforyou:Thecommercialmademefeel…"

Thefirstthreeitemsareconsiderednegative,thesecondthreeitemsareconsideredpositive.

Respondent#

Sad

Nervous

Angry

Uplifted

Happy

Special

1

x

x

2

x

3

x

x

x

4

x