Market Research Final
"What is your gender? ____ M ____ F" is an example of a(n) ____ question. Select one: a. loaded b. leading c. filter d. fixed-alternative
d
In which section of the research report should extremely comprehensive or detailed charts be placed? Select one: a. executive summary b. body c. introduction d. appendix
d
The error caused by rejecting the null hypothesis when it is, in fact, true is called a ____. Select one: a. Type II error b. confidence interval error c. confidence level error d. Type I error
d
Which device measures involuntary changes in the electrical resistance of the skin? Select one: a. pupilometer b. voice-pitch analysis c. eye-tracking monitor d. psychogalvanometer
d
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? Select one: a. verbal behavior b. spatial relations c. pictorial records d. expressive behavior
a
The nature of the problem the researcher wishes to answer will determine which ____ will serve as a base for computing percentages. Select one: a. marginal total b. column mean c. dependent variable d. independent variable
a
When a respondent's answers to ten Likert-scale items are added up to form a total subtest score for these questions, ____ is being used. Select one: a. data indexing b. data transformation c. data indexing d. contingency analysis
b
_____ are things that people made and consumed within a culture that signal something meaningful about the behavior taking place at the time of consumption. Select one: a. Trace elements b. Artifacts c. Physiological responses d. Inventories
b
In which type of sampling is a subsample drawn using simple random sampling within each stratum? Select one: a. cluster sampling b. systematic sampling c. convenience sampling d. stratified sampling
d
Demand characteristics can be reduced in a number of ways. Which strategy below is NOT one of these? Select one: a. Use a "blind" experimental administrator. b. Isolate experimental subjects. c. Administer multiple experimental treatment levels to each subject. d. Use an experimental disguise,
c
Find the mean score of the following set of scores: 2, 5, 7, 4, 8. Select one: a. 4.8 b. 7.0 c. 5.2 d. 26.0
c
In regression analysis, the symbol X is commonly used for the ____ variable, and the symbol Y is commonly used for the ____ variable. Select one: a. dependent; independent b. dependent; moderating c. independent; dependent d. independent; moderating
c
Measures that can take on only one of a finite number of values are called ____. Select one: a. continuous measures b. limited measures c. discrete measures d. neutral measures
c
Which type of statistical analysis tests hypotheses involving only one variable? Select one: a. monovariate statistical analysis b. primary statistical analysis c. univariate statistical analysis d. bivariate statistical analysis
c
One of the most common probability distributions in statistics is the _____ distribution. Select one: a. confidence interval b. standard c. central d. normal
d
Which of the following is not a measure of the central tendency of a set of scores? Select one: a. range b. mean c. median d. mode
a
Data with a(n) ____ distribution are appropriate for division based on the median split. Select one: a. normal b. bimodal c. unimodal d. uniform
b
If a researcher wants to summarize the responses of subjects by gender and awareness of a particular brand ("Yes" or "No"), he or she should use a ____ contingency table. Select one: a. normal b. 2 x 2 c. 2 x 3 d. 1 x 2
b
In which type of chart do the slices represent a percentage of the whole? Select one: a. column chart b. pie chart c. line chart d. bar chart
b
The ____ should help the reader interpret the chart without having to read the detailed report. Select one: a. stubheads b. explanatory legend c. footnotes d. title
b
The arrangement of the parts of a research report is known as the ____. Select one: a. summary b. format c. introduction d. results
b
The contents of a chart should be described in the ____. Select one: a. stubheads b. title c. explanatory legend d. footnotes
b
Experimental results that show that consumers purchased more when a store had bright blue lights than they did when the store had bright orange lights. However, when the lighting was low, there was no difference between blue and orange lights. This illustrates a(n) ____. Select one: a. interaction b. confound c. synergy d. filter
a
Failing to identify a hypothesized difference using a sample result when a difference really does exist in the population is a ____ error. Select one: a. Type II b. primary c. Type I d. secondary
a
Which type of validity is another way of expressing internal consistency? Select one: a. convergent validity b. content validity c. criterion validity d. discriminant validity
a
In the research report, suggestions about the next steps appear in the ____ section. Select one: a. title page b. conclusions and recommendations c. introduction d. body
b
When the on-time performance of airlines is used to predict the number of customer complaints in a regression equation, on-time performance is the ____ variable and the number of customer complaints is the ____ variable. Select one: a. dependent; independent b. dependent; dependent c. independent; dependent d. independent; predictor
c
Which type of measure reflects the intensity of a concept by assigning scores that can take on any value along some scale range? Select one: a. continuous measure b. discrete measure c. valid measure d. absolute measure
a
Which type of sampling error is primarily due to the nature of a study's design and the correctness of study execution? Select one: a. systematic sampling error b. primary sampling error c. random sampling error d. secondary sampling error
a
In a certain study, different interviewers are used in a pretest from those used in the posttest and this produces different results in the study. This is an example of a(n) ____. Select one: a. mortality effect b. instrumentation effect c. cohort effect d. history effect
b
In using the t-test to compare the means of two groups, the alternative hypothesis is typically stated as ____. Select one: a. µ1 +µ2 = 1 b. µ1 ≠ µ2 c. µ1 = µ2 d. µ1 - µ2 = 2
b
Which of the following provides correspondence rules that indicate that a certain value corresponds to some true value of a concept? Select one: a. reliability b. scale c. sensitivity d. operations
b
Which statement about scanner data is FALSE, as compared to standard mail diary panel data? Select one: a. Scanner data measures (actual) purchase behavior rather than reported behavior. b. Scanner data measures are considered to be extremely obtrusive. c. Scanner data collects more extensive purchase data. d. Scanner data are collected mechanically, resulting in improved accuracy.
b
Which type of error occurs when potential respondents are improperly excluded before the sample is taken? Select one: a. statistical error b. sampling frame error c. list error d. Type I error
b
In a typical line graph, the ____ variable is shown on the vertical y-axis and the ____ variable is shown on the horizontal x-axis. Select one: a. primary; secondary b. dependent; independent c. ratio; nominal d. independent; dependent
b
When a local television station sends a crew to interview joggers in the city park on a beautiful spring day, what type of sample is being used? Select one: a. systematic sample b. convenience sample c. multistage area sample d. cluster sample
b
A variable that has two distinct levels that are coded as either zero or one is called a(n) ____. Select one: a. regression variable b. ANOVA variable c. MANOVA variable d. dummy variable
d
Find the approximate standard deviation of the following set of scores: 3, 6, 2, 7, 8. Select one: a. 6.70 b. 3.32 c. 2.24 d. 2.59
d
In which experimental research design does each subject receive only one treatment combination? Select one: a. within-subjects design b. independent-subjects design c. squared-subjects design d. between-subjects design
d
A food company tests a new product by having one group of subjects taste their own product first and then taste a competitor's product second, while a second group of experimental subjects tastes the competitor's product first followed by the company's own product. Which type of experimental design is being used? Select one: a. validated b. confounded c. counterbalanced d. reversed
c
A researcher measures the reliability of an instrument by comparing the results of the odd-numbered questions with the results of the even-numbered questions. What type of reliability is being assessed? Select one: a. equivalent-forms b. criterion c. test-retest d. split-half
d
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? Select one: a. expressive behavior b. verbal behavior c. temporal patterns d. spatial relations
d
Demand characteristics can be reduced in a number of ways. Which strategy below is NOT one of these? Select one: a. Administer multiple experimental treatment levels to each subject. b. Use a "blind" experimental administrator. c. Isolate experimental subjects. d. Use an experimental disguise,
a
Observing the movement of a shopper in a supermarket is an example of what type of observation? Select one: a. physical actions b. expressive behavior c. verbal behavior d. mall interception
a
Salespeople are tested one year after a sales training program and perform better on the exam, not because of the training program, but because they have gained one year's experience in sales. Which type of effect has occurred? Select one: a. maturation effect b. history effect c. selection effect d. cohort effect
a
The specific objectives of the research report should be presented in the ____. Select one: a. introduction b. recommendations c. results d. appendix
a
When a researcher is attempting to predict sales volume by using building permits, amount of advertising, and the income levels of residents, the researcher is most likely using ____. Select one: a. multiple regression analysis b. a chi-square analysis c. factor analysis d. univariate analysis
a
Which element should be used to indicate the contents of the table? Select one: a. title b. explanatory legend c. source notes d. stubhead
a
Which element should contain the captions for the columns of the table? Select one: a. bannerheads b. source notes c. title d. explanatory legend
a
The transformation of raw data into a form that makes the data easier to understand and to interpret is called ____. Select one: a. descriptive analysis b. outlier analysis c. computer mapping d. box and whisker plotting
a
All of the following are elements of a research report EXCEPT for the ____. Select one: a. title page b. feedback notes c. body d. executive summary
b
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? Select one: a. pictorial records b. verbal behavior c. spatial relations d. expressive behavior
b
Observing traffic patterns at a busy intersection with cameras is an example of what type of observation? Select one: a. verbal records b. spatial relations and locations c. expressive behavior d. verbal behavior
b
The ____ should help the reader interpret the chart without having to read the detailed report. Select one: a. title b. explanatory legend c. footnotes d. stubheads
b
The error caused by rejecting the null hypothesis when it is, in fact, true is called a ____. Select one: a. confidence level error b. Type I error c. confidence interval error d. Type II error
b
A marketing researcher wants to put together four focus groups of 18-24 year-old males who are "heavy downloaders of music" (defined as downloading 50 songs per month). Instead of asking people at a shopping mall whether they download music from the Internet, he finds one person in the target market who qualifies, and then asks that person to suggest the names of two other males between the ages of 18-24 who download music. The researcher will invite those two to participate in the focus group, and then they are each asked to suggest two others similar to themselves to participate in the focus group study. This procedure describes a ____. Select one: a. judgment sample b. area sample c. snowball sample d. stepwise sample
c
A respondent in a personal interview is asked questions about shopping at a specific department store in the shopping mall, and then is asked general questions about shopping at that mall. What type of mistake in design has been made? Select one: a. double-barreled effect b. loaded effect c. order bias d. filter effect
c
A set of 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 due to what they experienced on the first exam. This is an example of a(n) ____. Select one: a. mortality effect b. history effect c. testing effect d. instrumentation effect
c
All of the following are elements of the executive summary of research report EXCEPT for ____. Select one: a. objective of the report b. the methodology and the major results c. detailed charts and tables with results d. recommendations, or suggestions for action, based on the conclusions
c
Hans is writing a letter to include after the title page of a research report. The purpose of this letter is to release or deliver the report to the recipient rather than provide detailed information of the research findings. What is this letter called? Select one: a. formality letter b. introductory letter c. letter of transmittal d. letter of authorization
c
If the sample standard deviation is 10.5 and the sample mean is 48 based on a study with a sample size of 120, the 95 percent confidence interval about the mean is between approximately ____. Select one: a. 44.37 and 51.63 b. 40.0 and 50.0 c. 46.12 and 49.88 d. 47.88 and 48.12
c
In regression analysis, the symbol X is commonly used for the ____ variable, and the symbol Y is commonly used for the ____ variable. Select one: a. dependent; moderating b. independent; moderating c. independent; dependent d. dependent; independent
c
It is hypothesized that an individual's style of processing information (i.e., verbal or visual) will influence the impact of advertising on attitudes toward the brand being advertised. Style of processing, then, is considered which type of variable? Select one: a. internal variable b. dependent variable c. moderating variable d. external variable
c
When a researcher combines the "Strongly Disagree" and "Disagree" responses on a Likert scale item to a single "Strongly Disagree/Disagree" percentage, the researcher is using ____. Select one: a. a box and whisker plot b. data indexing c. collapsing the data d. the outlier effect
c
When a researcher contacts a client after the client has had a chance to review the research report, the research is engaging in a(n) ____. Select one: a. letter of approval b. oral presentation c. research follow-up d. letter of transmittal
c
Which analysis is portrayed by the equation: Y = bo + β1X1 + β2X2 + β3X3... + βnXn? Select one: a. simple regression b. factor analysis c. multiple regression d. chi-square
c
Which element of a research report should state the title of the report, for whom the report is prepared, by whom it was prepared, and the date of releases or presentation? Select one: a. appendix b. letter of transmittal c. title page d. preamble
c
All of the following are experimental design elements EXCEPT for the ____. Select one: a. manipulation of the independent variable b. selection and assignment of subjects to treatments c. control over extraneous variables d. manipulation of the dependent variable
d
Carlos is examining the row and column totals in a contingency table. What are these called? Select one: a. running totals b. subtotals c. totals d. marginals
d
Counting the different ways respondents answered a question and arranging them in a simple summary form yields a(n) ____. Select one: a. spurious analysis b. elaboration analysis c. index analysis d. marginal tabulation
d
In a brand awareness study, 25 of a group of 35 males identify the brand correctly and 15 of a group of 35 females identify this brand correctly. The chi-square value for this study is approximately ____. Select one: a. 7.92 b. 4.15 c. 3.26 d. 5.84
d
In which type of chart do the slices represent a percentage of the whole? Select one: a. column chart b. line chart c. bar chart d. pie chart
d
It is hypothesized that an individual's style of processing information (i.e., verbal or visual) will influence the impact of advertising on attitudes toward the brand being advertised. Style of processing, then, is considered which type of variable? Select one: a. internal variable b. external variable c. dependent variable d. moderating variable
d
When a respondent is asked whether he agrees, disagrees, or has no opinion to a series of statements, what type of scale is being used? Select one: a. forced choice b. Likert c. semantic differential d. non-forced-choice
d
Which element of a research report should state the title of the report, for whom the report is prepared, by whom it was prepared, and the date of releases or presentation? Select one: a. letter of transmittal b. preamble c. appendix d. title page
d
Which of the following is the appropriate technique for addressing research questions involving relationships among multiple variables that are measured with a less-than interval scale? Select one: a. ANOVA b. cluster analysis c. regression d. cross-tabulation
d
The ____ should help the reader interpret the chart without having to read the detailed report. Select one: a. stubheads b. explanatory legend c. title d. footnotes
b
Demand characteristics can be reduced in a number of ways. Which strategy below is NOT one of these? Select one: a. Isolate experimental subjects. b. Use an experimental disguise, c. Administer multiple experimental treatment levels to each subject. d. Use a "blind" experimental administrator.
c
If Northwest Airlines selects randomly a set of 40 flights on a given day, and then selects randomly a group of ten passengers on each of these flights to participate in an in-flight survey, the passengers are best referred to as a ____. Select one: a. PSU b. census c. secondary sampling unit d. systematic sample
c
Suppose a population mean is assumed to be 20 and the sample standard deviation is 5. Then, a score of 15 would have a Z-value of approximately ____. Select one: a. +5.00 b. +1.00 c. -1.00 d. -7.00
c
Which aspect of the research methodology section of the research report should include an explanation of whether the research was exploratory, descriptive, or causal? Select one: a. sample design b. data collection c. research design d. analysis
c
The transformation of raw data into a form that makes the data easier to understand and to interpret is called ____. Select one: a. computer mapping b. box and whisker plotting c. outlier analysis d. descriptive analysis
d
All of the following are disadvantages of open-ended response questions EXCEPT: Select one: a. cost b. nonrepresentativeness of respondents c. interviewer bias d. irrelevancy
d
Suppose the price of MP3 players in Denver range from $59 to $179. Then, the range of these prices is ____. Select one: a. $59 b. $238 c. $120 d. $179
c
Which element should contain the captions for the columns of the table? Select one: a. explanatory legend b. title c. bannerheads d. source notes
c
Which graphic aid is useful for showing the relationship of one variable to another? Select one: a. table b. pie chart c. line chart d. bar chart
c
Which graphical application shows a frequency distribution in which the height of a bar corresponds to the frequency of a category? Select one: a. frequency chart b. perceptual map c. histogram d. contingency table
c
Failing to identify a hypothesized difference using a sample result when a difference really does exist in the population is a ____ error. Select one: a. secondary b. Type I c. primary d. Type II
d
A national political pollster randomly selects ten states, then randomly selects five counties within each state, then randomly selects five voting precincts within these counties, then randomly selects five blocks within these precincts, and finally, randomly selects five households for door-to-door interviews about their voting intentions in the next Presidential election. This is best called a(n) ____. Select one: a. multistage area sample b. simple random sample c. nonprobability sample d. systematic sample
a
A questionnaire that collects information that is valid is said to be ____. Select one: a. accurate b. counterbalanced c. balanced d. relevant
a
A researcher measures the reliability of an instrument by comparing the results of the odd-numbered questions with the results of the even-numbered questions. What type of reliability is being assessed? Select one: a. split-half b. criterion c. equivalent-forms d. test-retest
a
An arrangement of data that shows the number of times each category occurs is called a(n) ____ table. Select one: a. frequency b. percentage c. pre-coding d. cross-tabulation
a
If the observer or the mechanical device used to record is obvious to subjects, the observation is said to be ____. Select one: a. visible b. first-order c. primary d. obtrusive
a
In the regression equation, Y = a + β X, Y is the ____. Select one: a. dependent variable b. intercept c. independent variable d. slope
a
In which type of sampling does every element in the population have a known, nonzero probability of selection? Select one: a. probability sampling b. absolute sampling c. relative sampling d. nonprobability sampling
a
Suppose the average units produced in a month by a Ford Motor Co. plant for Ford Explorers is 22, but only 18 Explorers are produced on a given day in that same month. Then, the deviation score for this one day is ____. Select one: a. -4 b. +4 c. +2 d. -2
a
The findings of the study should be presented in the ____ section. Select one: a. results b. introduction c. appendix d. recommendations
a
The findings of the study should be presented in the ____ section. Select one: a. results b. introduction c. recommendations d. appendix
a
The nature of the problem the researcher wishes to answer will determine which ____ will serve as a base for computing percentages. Select one: a. marginal total b. dependent variable c. column mean d. independent variable
a
The statistical significance of a regression model is determined using the ____. Select one: a. F-test b. Z-test c. χ2 d. t-test
a
When a researcher contacts a client after the client has had a chance to review the research report, the research is engaging in a(n) ____. Select one: a. research follow-up b. oral presentation c. letter of transmittal d. letter of approval
a
When a researcher uses pictures, tables, or charts to clarify complex points or emphasize a message in a research report, he or she is using ____. Select one: a. graphic aids b. verbal elements c. medium elements d. formalizers
a
Which behavior should a presenter avoid during the oral presentation? Select one: a. using jargon b. repeating the main points c. maintaining eye contact d. using short, familiar words
a
Which of the following refers to the proportion of respondents who choose the most positive choice in a multiple choice question? Select one: a. top-box score b. mode c. median d. heteroskedasticity
a
In a typical line graph, the ____ variable is shown on the vertical y-axis and the ____ variable is shown on the horizontal x-axis. Select one: a. dependent; independent b. ratio; nominal c. independent; dependent d. primary; secondary
a
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 called a(n) ____ bar. Select one: a. radio b. status c. drop-down d. push
b
A researcher hypothesizes that males and females differ with respect to attitude toward sports sponsorships. To investigate this hypothesis that these two groups' attitudes differ, the researcher will use a ____. Select one: a. univariate test of differences b. bivariate test of differences c. multivariate test of differences d. cluster analysis
b
A respondent is asked: "How often, on the average, do you go out to a movie?" and is asked to indicate her answer by circling one of the following: never, rarely, sometimes, often, or very often. This is best described as a(n) ____ scale. Select one: a. constant-sum b. category c. Likert d. semantic differential
b
A set of 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 due to what they experienced on the first exam. This is an example of a(n) ____. Select one: a. history effect b. testing effect c. mortality effect d. instrumentation effect
b
All of the following are elements of the executive summary of research report EXCEPT for ____. Select one: a. recommendations, or suggestions for action, based on the conclusions b. detailed charts and tables with results c. the methodology and the major results d. objective of the report
b
Data with a(n) ____ distribution are appropriate for division based on the median split. Select one: a. uniform b. bimodal c. normal d. unimodal
b
It is hypothesized that an individual's style of processing information (i.e., verbal or visual) will influence the impact of advertising on attitudes toward the brand being advertised. Style of processing, then, is considered which type of variable? Select one: a. internal variable b. moderating variable c. dependent variable d. external variable
b
Multivariate dependence techniques are variants of the ____, which is a way of modeling some process based on how different variables cause fluctuations from the average dependent variable. Select one: a. ordinary linear model (OLM) b. general linear model (GLM) c. metric scaling model (MSM) d. weighted average model (WAM)
b
The arrangement of the parts of a research report is known as the ____. Select one: a. summary b. format c. introduction d. results
b
What type of error occurs when respondents believe that past events happened more recently than they actually did? Select one: a. myopic remembering b. telescoping c. squishing d. zooming
b
When respondents think that recent events took place longer ago than they really did, what type of error is occurring? Select one: a. misredemption b. squishing c. faltering d. telescoping
b
Which element contains the captions for the rows of a table? Select one: a. source notes b. stubheads c. footnotes d. boxheads
b
Which element of a research report should state the title of the report, for whom the report is prepared, by whom it was prepared, and the date of releases or presentation? Select one: a. appendix b. title page c. letter of transmittal d. preamble
b
All of the following are directly observable phenomena EXCEPT ____. Select one: a. neurological activity b. attitudes c. verbal behavior d. spatial relations and locations
b
A researcher wants to select 50 customers from a sampling frame of 250 customers who have purchased at least $10,000 worth of products from his company within the past six months. The researcher wants to use a systematic sampling technique. After randomly selecting a starting point, the researcher should select every ____ name on the list. Select one: a. 20th b. 50th c. 5th d. 10th
c
A written statement of a research study and its results is known as a(n) ____. Select one: a. medium b. communicator c. research report d. field of experience
c
All of the following are characteristics of the standardized normal distribution EXCEPT that it ____. Select one: a. has an infinite number of cases b. is symmetrical about its mean c. has a mean of 1 and a standard deviation of 0 d. mean identifies the normal curve's highest point (the mode)
c
All of the following are elements of a table EXCEPT for the ____. Select one: a. title b. source notes c. explanatory legend d. stubheads
c
How many degrees of freedom are there in a four-cell chi-square test? Select one: a. R(C - 1) b. (R + 1) c. (R - 1)(C - 1) d. (R - 1)
c
In ____, the value assigned for a response takes on a value opposite to that normally assigned to the scale labels. Select one: a. indexing b. convergence c. reverse coding d. alpha coding
c
In the research report, suggestions about the next steps appear in the ____ section. Select one: a. title page b. body c. conclusions and recommendations d. introduction
c
Lists of respondents who have agreed to participate in marketing research along with their e-mail contact information are called ____. Select one: a. perpetual samples b. interactive samples c. online panels d. e-samples
c
The contents of a chart should be described in the ____. Select one: a. explanatory legend b. footnotes c. title d. stubheads
c
The measure of central tendency that identifies the value that occurs most often is called the ____. Select one: a. median b. range c. mode d. mean
c
The question as to whether the independent variable was the sole cause of the change in the dependent variable is the basic issue in ____. Select one: a. external validity b. a repeated measures study c. internal validity d. a matching study
c
Using a stopwatch to determine how long customers wait at a drive-through location at McDonald's is an example of what type of observation? Select one: a. physical objects b. verbal behavior c. temporal pattern d. physical action
c
What type of error occurs when respondents believe that past events happened more recently than they actually did? Select one: a. squishing b. zooming c. telescoping d. myopic remembering
c
When a change in the wording of questions, a change in interviewers, or a change in other procedures causes a change in the dependent variable, a(n) ____ effect has occurred. Select one: a. cohort b. attrition c. instrumentation d. redundancy
c
When a group of experts agrees that a measuring instrument measures what it is intended to measure, we say that the instrument has ____ validity. Select one: a. criterion b. equivalent-forms c. face d. test-retest
c
When the person administering experimental procedures influences the subjects' behavior or sways them to slant their answers to cooperate with him or her, ____ has occurred. Select one: a. response bias b. Type I error c. experimenter bias d. Type II error
c
Which behavior should a presenter avoid during the oral presentation? Select one: a. maintaining eye contact b. using short, familiar words c. using jargon d. repeating the main points
c
Which of the following eliminates the drawback of having the measure of dispersion in squared units rather than in the original measurement units? Select one: a. deviation b. mean c. standard deviation d. variance
c
Which of the following is an indicator of a measure's internal consistency? Select one: a. sensitivity b. validity c. reliability d. coefficient beta
c
Which type of analysis involves three or more variables? Select one: a. polyvariate statistical analysis b. bivariate statistical analysis c. multivariate statistical analysis d. univariate statistical analysis
c
Which type of error occurs when the researcher concludes a relationship exists, when in fact one does not exist? Select one: a. Type A b. Type B c. Type I d. Type II
c
If a researcher wants to summarize the responses of subjects by gender and awareness of a particular brand ("Yes" or "No"), he or she should use a ____ contingency table. Select one: a. normal b. 2 x 3 c. 2 x 2 d. 1 x 2
c
The document to the researcher that approves the project, details who has responsibility for it, and describes the resources available to support it is called the ____. Select one: a. introductory letter b. formality letter c. letter of authorization d. letter of transmittal
c
"I hate asparagus" is an example of which component of an attitude toward asparagus? Select one: a. perceptive b. behavioral c. cognitive d. affective
d
A national political pollster randomly selects ten states, then randomly selects five counties within each state, then randomly selects five voting precincts within these counties, then randomly selects five blocks within these precincts, and finally, randomly selects five households for door-to-door interviews about their voting intentions in the next Presidential election. This is best called a(n) ____. Select one: a. systematic sample b. simple random sample c. nonprobability sample d. multistage area sample
d
A researcher hypothesizes that males and females differ with respect to attitude toward sports sponsorships. To investigate this hypothesis that these two groups' attitudes differ, the researcher will use a ____. Select one: a. multivariate test of differences b. cluster analysis c. univariate test of differences d. bivariate test of differences
d
A single element or group of elements that is eligible for selection via the sampling process is called a ____. Select one: a. sampling quota b. sampling error c. sampling panel d. sampling unit
d
A written statement of a research study and its results is known as a(n) ____. Select one: a. medium b. field of experience c. communicator d. research report
d
All of the following are characteristics of the standardized normal distribution EXCEPT that it ____. Select one: a. is symmetrical about its mean b. has an infinite number of cases c. mean identifies the normal curve's highest point (the mode) d. has a mean of 1 and a standard deviation of 0
d
All of the following are elements of a chart EXCEPT for the ____. Select one: a. footnotes b. explanatory legend c. title d. stubheads
d
All of the following are elements of a table EXCEPT for the ____. Select one: a. title b. source notes c. stubheads d. explanatory legend
d
All of the following are elements of the executive summary of research report EXCEPT for ____. Select one: a. objective of the report b. recommendations, or suggestions for action, based on the conclusions c. the methodology and the major results d. detailed charts and tables with results
d
If 35 percent of TV viewers recalled seeing an ad for a Ford Explorer on a particular television program based on a sample of 800 viewers, the 95 percent confidence interval for this study would be between approximately ____. Select one: a. 30 percent and 40 percent b. 20 percent and 30 percent c. 28 percent and 42 percent d. 32 percent and 38 percent
d
In using the Z-test for comparing two proportions, the null hypothesis is typically stated as ____. Select one: a. π1 x π2 = 1 b. π1 ≠ π2. c. π1 - π2 = 1 d. π1 = π2
d
Summary measures about variables computed using only data taken from a sample are called sample: Select one: a. scores b. estimates c. parameters d. statistics
d
The ____ should help the reader interpret the chart without having to read the detailed report. Select one: a. footnotes b. title c. stubheads d. explanatory legend
d
The arrangement of the parts of a research report is known as the ____. Select one: a. summary b. results c. introduction d. format
d
The error caused by rejecting the null hypothesis when it is, in fact, true is called a ____. Select one: a. Type II error b. confidence level error c. confidence interval error d. Type I error
d
The orderly arrangement of data in a summary format showing the number of responses to each response category is called ____. Select one: a. interpretation b. frequency c. analysis d. tabulation
d
The specific objectives of the research report should be presented in the ____. Select one: a. appendix b. recommendations c. results d. introduction
d
Using a stopwatch to determine how long customers wait at a drive-through location at McDonald's is an example of what type of observation? Select one: a. verbal behavior b. physical action c. physical objects d. temporal pattern
d
When a group of experts agrees that a measuring instrument measures what it is intended to measure, we say that the instrument has ____ validity. Select one: a. criterion b. equivalent-forms c. test-retest d. face
d
When a researcher claims that the results of a test market in Indianapolis, Indiana will hold in a national rollout of the new product, this researcher is claiming ____. Select one: a. the repeated measures effect b. constant error c. internal validity d. external validity
d
Which type of error occurs when potential respondents are improperly excluded before the sample is taken? Select one: a. Type I error b. statistical error c. list error d. sampling frame error
d
Which type of software allows answers from previous questions to be inserted into unfolding questions on Internet surveys? Select one: a. interactive software b. error trapping software c. funneling software d. piping software
d
Using click-through rate as a measure of the amount of interest or attention a Web site is receiving can have disadvantages. Which of the following is NOT a flaw of this method? Select one: a. It does not adequately measure the number of times an ad is clicked on. b. It measures clicks rather than unique visitors c. It likely makes some hits by mistake. d. It does not always convey the meaning behind the number of clicks.
a
What type of question is the following? Which of the following services of the United Missouri Bank, besides your personal checking account, do you currently use? (check all that apply) ______ Savings account ______ Car loan ______ Home mortgage loan Select one: a. checklist question b. branching question c. filter question d. counterbalancing question
a
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? Select one: a. verbal behavior b. expressive behavior c. spatial relations d. temporal patterns
c
Observing traffic patterns at a busy intersection with cameras is an example of what type of observation? Select one: a. verbal behavior b. expressive behavior c. spatial relations and locations d. verbal records
c
A study compares the means of two groups in which there are 45 males in Group 1 and 37 females in Group 2. The degrees of freedom for this study when using the t-test for the difference between means is ____. Select one: a. 160 b. 82 c. 80 d. 74
c
A questionnaire that collects information that is valid is said to be ____. Select one: a. relevant b. accurate c. counterbalanced d. balanced
b
Counting the number of responses to questions in a survey by hand is called ____. Select one: a. indexing b. tallying c. collating d. moderating
b
"Do you agree or disagree with the statement: The Federal Reserve Bank and the large U.S. banks are responsible for the high foreclosures on home mortgages" is an example of a(n) ____ question. Select one: a. counterbalancing b. counterbiasing c. double-barreled d. open-ended response
c
A question that poses some problem or topic and asks respondents to answer in their own words is called a(n) ____. Select one: a. unbalanced question b. sentence completion question c. open-ended question d. fixed-alternative question
c
"Should Dillard's keep its excellent department store credit card program? ____ Yes ____ No" is an example of ____. Select one: a. using a checklist b. a double-barreled question c. using a branching question d. making an assumption
d
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 called a(n) ____ bar. Select one: a. radio b. push c. drop-down d. status
d
A researcher is reviewing average household income data and sees that one household reported an annual income of over $1 million. This value lies outside the normal range of the data and is called a(n) ____. Select one: a. marginality b. quartile c. abnormality d. outlier
d
A respondent is given a set of 3" x 5" with the current advertising slogan for a brand or product on each card. The respondent is asked to place the cards into two piles: one for the slogans that she recognizes and can name the brand or product and the other for slogans she does not recognize. This is a ____ task. Select one: a. sorting b. ranking c. rating d. constant-sum
a
All of the following are elements of a research report EXCEPT for the ____. Select one: a. feedback notes b. executive summary c. body d. title page
a
Consider this regression equation: Y = 24.35 - 14.2 X. Here, 24.35 is the ____, and -14.2 is the ____. Select one: a. slope; y-intercept b. independent variable; slope c. y-intercept; slope d. dependent variable; y-intercept
c
