Long Class Exam Two Quizzes

Compared to open-ended response questions, fixed-alternative questions _________.

-take less time -require less interview skill -are easier for the respondent to answer

Suppose that a mail survey is sent to 220 people and 20 surveys are returned because they were mailed to the wrong address. If completed surveys are received from 60 people, the response rate for this study was _____.

30 percent

Clark was asked to complete a self-administered questionnaire posted at MySurvey.com. What type of survey did Clark complete?

Internet survey

"Money" is an example of something that can be measured using a ratio scale.

True

Hidden observation studies must be alert to situations in which the subject's right to privacy must be protected.

True

Often, the term cell is used to refer to a treatment combination within an experiment.

True

"Can you tell me more about what you mean by that?" is an example of _____.

a probe

The tendency for respondents to agree with most questions in a survey is known as _____.

acquiescence bias

A(n) _____ is an enduring disposition to consistently respond in a given manner to various aspects of the world?

attitude

In which type of scale is a neutral point, or point of indifference, at the center of the scale?

balanced

Which type of scale is the following? ____ Very Satisfied ____ Satisfied ____ Neither satisfied nor dissatisfied ____ Dissatisfied ____ Very dissatisfied

balanced

What type of scale is the following? How likely are you to purchase an iPhone within the next six months? ____ Definitely will purchase ____ Probably will purchase ____ Might purchase ____ Probably will not purchase ____ Definitely will not purchase

behavioral intention

Which attitude component represents a person's awareness and knowledge of the relative matter?

cognitive

Which of the following refers to concepts measured with multiple variables?

construct

Which of the following survey research methods is the most expensive?

door-to-door personal interview

A bar at the top of the page in an internet survey that indicates how much of the survey still needs to be completed is known as what type of bar?

status

Kim and Mary are both participating in an experiment examining the effect of adding graphic warning labels on cigarette packages to the written warning labels that are already required by law. Kim saw a package in which half of the package had a picture of diseased lungs included with the written warning label, whereas Mary only saw the written warning label without a picture on the package the researcher showed her. Kim was part of which group in the experiment?

experimental group

All of the following are advantages of survey research EXCEPT ____.

free from errors

Which technique recommends asking general questions before specific questions in order to obtain unbiased responses?

funnel technique

When a competitor introduces a 15 percent price cut in order to blunt the effect of a test marketing study, this is an example of a _____.

history effect

A scale which arranges brands in an ordered sequence in which there is an equal interval between each point on the scale is an example of a(n) ______ scale.

interval

All of the following are advantages of personal interviews EXCEPT _____.

interviewer influence

Which type of question suggests a socially desirable answer or is emotionally charged?

loaded question

When subjects in an experiment in which the they were exposed to varying price levels for a product are asked how low they believe the price of the product to be so that the researcher can determine whether or not the subjects perceived "high" and "low" conditions, this is an example of a _____.

manipulation check

Which model constructs an attitude score based on the multiplicative sum of beliefs about an option times the evaluation of those belief characteristics?

multi-attribute model

Which type of question conserves space on a questionaire?

multiple-grid question

Dichotomous or multiple-choice alternatives in fixed-alternative questions should not have overlap among categories, which means the categories should be ________.

mutually exclusive

Systematic errors are _____ because they include all sources of error other than those introduced directly by the sampling procedure.

nonsampling errors

Clara is a market researcher who records shoppers' movement through a grocery store. What method of research is Clara using?

observation

A researcher was observing consumers' facial expressions as they looked over the menu at a restaurant. One consumer forgot her reading glasses, so she was having trouble reading the menu and had to squint her eyes, causing her to look mad. The researcher interpreted this to mean she didn't like what she was seeing on the menu because he didn't know she couldn't see the words. The researcher's misreading the consumer's facial expression as dissatisfaction is an example of _____.

observer bias

Which of the following results when a particular sequencing of questions affects the way a person responds or when the choices provided as answers favors one response over another?

order bias

Observing the movement of a shopper in a supermarket is an example of what type of observation?

physical actions

Which of the following allows variables, such as answers from previous questions, to be inserted into unfolding questions on internet surveys?

piping software

Which of the following occurs if the sampling units in an experimental cell are somehow different than the units in another cell, and this difference affects the dependent variable?

systematic or nonsampling error

When high school students who take the ACT in their junior year perform better on that exam during their senior year because they know better how to take the exam because of what they experienced on the first exam, this is an example of a _____.

testing effect

Which of the following is a term referring to the study of human movements within an environment?

way-finding

When a researcher analyzes the content of advertisements appearing in cartoons on a Saturday morning in terms of the types of characters that appear in the ads, this is an example of what type of observation?

content analysis

When a researcher counts the percentage of African Americans who have appeared on the cover of Newsweek during the past decade, this is an example of what type of observation?

content analysis

Which of the following obtains data by observing and analyzing the contents of advertisements, newspaper articles, television programs, websites, and the like?

content analysis

Observation in which the investigator creates an artificial environment in order to test a hypothesis is called _____.

contrived observation

Which type of validity addresses the question, "Does my measure correlate with measures of similar concepts or known quantities?"

criterion validity

Which term refers to an experimental design element that unintentionally provides subjects with hints about the research hypothesis.

demand characteristic

All of the following are broad uses of test-markets EXCEPT _____.

determining the suppliers of raw materials used in the production of the product

A question such as: "Have you ever received a speeding ticket? _____Yes _____No," when followed by a question such as: "When did you receive that ticket?" is an example of what type of question?

filter

Which of the following eliminates the counting of names in a list and subjectively determining whether a telephone directory listing is a business, institution, or legitimate household?

random digit dialing

Which of the following is a way for a researcher to equally distribute the effects of extraneous variables to all conditions in an experiment?

randomization

Monica is conducting an experiment where all subjects see all of the ads she is testing. This type of experiment in which an individual subject is exposed to more than one level of an experimental treatment is called _____.

repeated measures

John is measuring the amount of time it takes for people to make a choice between two options regarding what to select for lunch to infer the strength of their preferences for one alternative over the other. The recorded choice time is referred to as _____.

response latency

Which type of bias occurs when a respondent wishes to create a favorable impression or save face in the presence of an interviewer?

social desirability bias

Which of the following uses two alternative phrasings of the same question for respective halves of a sample to elect a more accurate total response than would a single phrasing?

split-ballot technique