1. RES 351 Final Exam
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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.
2) 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?
3) Which of the following questions is considered first when discussing a
management dilemma?
4) The goal of ethics in research is to _____.
5) _____ occurs when the participants are told only part of the truth or when the
truth is fully compromised.
6) 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 _____.
7) The fundamental weakness in the research process is _____.
8) Which type of management question asks what do we want to achieve?
9) In the Southeast, the potato chip market share held by the Lays brand is 46%.
This is an example of _____.
10) An increase in hours of television viewing leads to increases in the sales of snack
foods. This is an example of a _____.
11) 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 _____.
12) James is entering data on client gender. Because the values entered reflect male
or female, this variable is _____.
13) Which variable in an experiment is the variable expected to be affected by the
manipulation?

2. 14) Qualitative research seeks to _____ theory while quantitative research _____ it.
15) Which of the following is true of quantitative research?
16) The use of a control group in experimentation _____.
17) What is the first step in conducting an experiment?
18) 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
19) The goal of a formal study is to _____.
20) A _____ scale is a scale that scores an object or property without making a direct
comparison to another object or property.
21) What type of data is produced by simple category scales?
22) _____ is the extent to which a measurement tool actually measures what we
wish to measure.
23) The list of elements in a population from which the sample is drawn is known as
the _____.
24) The process of ensuring the accuracy of data and their conversion from raw form
into classified forms appropriate for analysis is called _____.
25) _____ involves assigning numbers or other symbols to answers so that the
responses can be grouped into a limited number of categories
26) The standard error of the estimate is a type of measure of _____.
27) _____ are summary descriptors of variables of interest in the population
28) The measure of deviation from the mean such that cases stretch toward one tail
or the other is called _____.
29) Which of the research questions/hypotheses below is best answered using cross-
tabulations?
30) If a difference is not caused only by random sampling fluctuations, it is said to
have _____.

3. RES 351 Final Exam
PLEASE DOWNLOAD THE ANSWERS HERE!!!