Research (loud guy) test 2

affective

"I hate asparagus" is an example of which component of an attitude toward asparagus?

artifact

A beer bottle left at a sporting event is an example of an ______

respondent error

A classification of sample bias resulting from some respondent action or inaction (nonresponse error/ response bias)

observer bias

A distortion of measurement resulting form the cognitive behavior or actions of a witnessing observer is called _____.

consumer panel

A longitudinal survey of the same sample of individuals or households to record (in a diary) their attitudes, behavior, or purchasing habits over time

graphic rating scale

A measure of attitude that allows respondents to rate an object by choosing any point along a graphic continuum. Please an X at the position on the horizontal line that most reflects your feelings regarding the atmosphere of this restaurant. Modern _______________ Old-fashioned

the questions

A questionnaire is only as good as __________

summated scale

A researcher is measuring consumers' attitudes toward product placement in movies using five attitude items. She created a scale by simply summing the response to each item making up the composite measure. This composite measure is called a(n) _____.

measurement

A researcher is observing fans at a soccer game and is putting a "1" if the fan is actively cheering and a "0" if they just seem to be merely watching the game without saying anything. He is also indicating which team the fan seems to be associated with as well as approximate age and gender. By recording information such as this with codes, the researcher is involved in _____.

visible

A researcher was observing how children play on playground equipment at a public park. The observers were out in the open and parents were told that their children were being observed. This type of observation is called _____ observation.

test- retest method

A researcher who administers the same scale to the same respondents at two separate times to test for stability is using which method of assessing the scale's reliability?

Conversation Volume

A researcher who measures the amount of Internet postings that involve a client's company name is measuring _____.

ordinal

A scale that allows things to be arranged based on how much of some concept they possess is called a(n) _____ scale.

interval

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. The Fahrenheit temperature scale is best described as an example of a(n) ______ scale because it doesn't have an absolute zero point.

visible observation

A situation in which an observer's presence, or the mechanical device doing the recording, is easily known to the subject involves _____.

random sampling error

A statistical fluctuation that occurs because of change variation in the elements selected for the sample

content analysis

A study of the recording of a Monday Night Football Game in the National Football League in which the observer counts the number of shots of cheerleaders on the sidelines is an example of _______

concept

A(n) _____ is a generalized idea that represents something of identifiable and distinct meaning.

attribute

A(n) _____ is a single characteristic or fundamental feature of an object, person, situation, or issue.

nonsampling errors

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

scientifically contrived observation

The creation of an artificial environment to test a hypothesis

unique visitors

The most refined measure of Web site traffic is _____________

"no contacts"

The number of ________ in survey research has been INCREASING because of the proliferation of answering machines, mobile phones, and the growing use of caller ID to screen calls.

acquiescence bias

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

mechanical observation

When Walgreen's uses cables across the road as "traffic counters" to determine the density of traffic near a possible retail store location, this is an example of what type of observation?

sample selection error

When a research company pulls a random sample of people from a phone book and that sample does not include people with unlisted numbers or who do not have landline telephone service, we say that the sample contains _____.

systematic error

When a research study is not conducted according to the plan in the proposal for the research study, what kind of error has occurred?

content analysis

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?

Deliberate Falsification

When a respondent tells an interviewer that his annual income last year was $50,000 because he is embarrassed to admit that it was $25,000, this is an example of _____.

interviewer bias

When a respondent tells the interviewer that he reads The Wall Street Journal on a daily basis so that he can impress the interviewer, this is an example of _____.

self selection bias

When a restaurant customer decides to fill out a customer satisfaction survey to complain about having to wait an hour for her food that was cold, this is an example of _____.

contrived

When an airline passenger (who is really an employee of the airline) complains loudly about his not being served a vegetarian meal so that he can note the behavior of the flight attendant in this type of situation, this is an example of what type of observation?

mystery shopper

When an employee who works at McDonald's headquarters outside Chicago travels around the U.S. and observes franchises to see if they are acting in the best interests of McDonald's good name in terms of friendly service, cleanliness, and quality of food, this observer is acting as a(n) _____.

interviewer error

When an interviewer unintentionally and mistakenly checks the wrong response on a checklist during an interview, this is an example of _____.

contrived observation

When the investigator intervenes to create an artificial environment to test a hypothesis, this approach is called...

unobtrusive

When the subject is unaware that he is being observed, this represents what type of observation?

MRI

Which of the following allows a researcher to measure what portions of the brain are active at a given time?

scale

Which of the following is a device providing a range of values that correspond to different characteristics or amounts of a characteristic exhibited in observing a concept?

nominal scale

Which of the following is a discrete measure?

way- finding

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

reverse coding

Which of the following means that the value assigned for a response is treated oppositely from the other items in a scale?

construct

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

CTR

Which of the following represents the percentage of people who are exposed to an Internet advertisement who actually click on the corresponding hyperlink which takes them to a company's website?

social desirability bias

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

sampling error

Which type of error arises because of inadequacies of the actual respondents to represent the population of interest?

index measure

Which type of measure assigns a value based on how much of the concept being measured is associated with an observation and is formed by putting several variables together systematically? Carla is using education, income, and occupation to develop a measure of social class. What type of measure for social class is she developing?

composite measure

Which type of measure assigns a value to an observation based on a mathematical derivation of multiple measures?

ratio scale

Which type of scale has all the properties of an interval scale with the additional attribute of representing absolute quantities, characterized by a meaningful absolute zero?

criterion

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

convergent

Which type of validity is another way of expressing internal consistency?

discriminant

Which type of validity represents how unique or distinct a measure is?

page views

Which website traffic monitoring metric may be used to track the path or sequence of pages that each visitor follows?

population parameter

_____ refers to some true value of a phenomenon within a population.

hidden

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

mechanical observation

examples: Traffic Counters •Web Traffic •Scanners •Physiological Measures •Eye tracking •Pupilometer •Psychogal vanometer •Voice pitch

sample bias

exists when the results of a sample show a persistent tendency to deviate in one direction from the true value of the population parameter.

responce latency

is the amount of time it takes to make a choice between two alternatives and is used as a measure of the strength of preference.

surveys

ask respondents for information using verbal or written questioning

attitude

All of the following are observable phenomena EXCEPT _____.

attitude

An enduring disposition to consistently respond in a given manner to various aspects of the world.

reliability

An indicator of a measure's internal consistency.

neurological activities

Angie is participating in a research study in which she has electrodes connected to her head while she is reading a magazine. Researchers are examining her brain wave activity as she encounters advertisements in the magazine. What type of phenomenon is being observed with this physiological device?

nonresponse error

Barbara received a phone call asking her to participate in a survey. She told the interviewer that she was too busy and could not participate. This is an example of a(n)_____.

Observation

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

nominal

Coding household income into "Above $100,000," "Between $50,000 and $100,000," and "Below $50,000" is an example of a(n) ______ scale.

physical objects

Having observers record the brand names of items found in a kitchen pantry of a consumer panel is an example of what type of observation?

no contact

In a research study, a potential respondent who is not at home at either the first or second attempt to reach this person by phone is called a(n) _____.

administrative error

Interviewer cheating •Data processing error •Sample selection error •Interviewer error

relevant, truthful

Researchers must take care in asking ___________ questions in ways the produce the most ___________ results.

human observation

best suits a situation or behavior that is not easily predictable in advance of the research.

hit

mouse clicks on a single page of a website

systematic error

results from some imperfect aspect of the research design or from a mistake in the execution of the research

nominal

scales that assign a value to an object for identification or classification purposes are called _____ scales.

responce latency

the amount of time it takes to make a choice between two alternatives.

measurement

the process of describing some property of a phenomenon, usually by assigning numbers, in a reliable and valid way.

operationalization

the process of identifying scale devices that correspond to properties of a concept involved in a research process. Researchers measure concepts through a process known as _____.

content analysis

the systematic observation and quantitative description of the manifest content of communication.

observation

the systematic process of recording actual behavioral patterns of people, objects, and events as they happen.

direct observation

when the manager of a shopping mall records the counties listed on the license plates on cars parked at the mall in order to determine where the shoppers come from, this is an example of _____.

discrete measures

Measures that can take on only one of a finite number of values are called _____.

continuous measures

Measures that reflect the intensity of a concept by assigning values that can take on any value along some scale range are called _____.

spacial relations

Measuring the distance visitors stand from a painting in a Van Gogh exhibit at the St. Louis Art Museum is an example of what type of observation?

contrived observation

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

physical actions

Observing a person's television viewing habits is an example of which type of observation?

verbal behavior

Observing the comments made by travelers waiting in a check-in line at the American Airlines ticket counter in Chicago is an example of what type of observation?

physical actions

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

spacial relations and locations

Observing traffic patterns at a busy intersection with cameras is an example of what type of observation?

nonrespondents

People who are not contacted or who refuse to cooperate in the research.

observer bias

a distortion of measurement resulting from the cognitive behavior or actions of the witnessing observer is called...

respondents

a representative sample of people

direct observation

a straightforward attempt to observe and record what naturally occurs.

concepts

age, gender, brand loyalty, and corporate culture are all examples of _____.

attitude

an enduring disposition to consistently respond in a given manner to various aspects of the world?

phenomenological approach

approach of observation where the researcher is often very much within the research situation.

refusal

occurs when people are unwilling to participate in the research.

no contacts

potential respondents in the sense that they are members of the sampling frame but who do not receive the request to participate in the research.

conversation volume

represents a measure of the amount of Internet postings that involve a specific name or term, such as a company or brand name

net promoter score (NPS)

represents how favorable a customer is toward a business.