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?

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 _____.