MKE 335 Chapter 7-10

17. ________ is a nonprobability sampling technique that attempts to obtain a sample of convenient elements and leaves the selection of sampling units primarily to the interviewer. A) Convenience sampling B) Snowball sampling C) Simple random sampling D) Systematic sampling E) Window sampling

A) Convenience sampling

19. A measurement scale with five response categories ranging from "strongly disagree" to "strongly agree," which requires the respondents to indicate a degree of agreement or disagreement with each of a series of statements related to the stimulus object is called a(n) ________. A) Likert scale B) semantic differential C) Stapel scale D) opinion rating scale E) penta scales

A) Likert scale

3. Consider a scale from 1 to 100 for locating consumers according to the characteristic "attitude toward department stores." Each respondent is assigned a number from 1 to 100 indicating the degree of (un)favorableness, with 1 = extremely unfavorable, and 100 = extremely favorable. ________ is the actual assignment of a number from 1 to 100 to each respondent. ________ is the process of placing the respondents on a continuum with respect to their attitude toward department stores. A) Measurement; Scaling B) Scaling; Ranking C) Scaling; Measurement D) Ranking; Measurement

A) Measurement; Scaling

11. ________ relies on the personal judgment of the researcher, rather than chance, in selecting sampling elements. A) Nonprobability sampling B) Probability sampling C) Simple random sampling D) Systematic sampling E) Umpire sampling

A) Nonprobability sampling

22. ________ is a nonprobability sampling technique that is a two-stage restricted judgmental sampling. The first stage consists of developing control categories of population elements. In the second stage, sample elements are selected based on convenience or judgment. A) Quota sampling B) Simple random sampling C) Snowball sampling D) Cluster sampling E) Stratified sampling

A) Quota sampling

24. ________ is a probability sampling technique in which each element in the population has a known and equal probability of selection. A) Simple random sampling B) Quota sampling C) Snowball sampling D) Cluster sampling E) Equivalent sampling

A) Simple random sampling

22. ________ affects the measurement in a constant way and represents stable factors that affect the observed score in the same way each time the measurement is made. A) Systematic error B) Random error C) Forced error D) Coefficient error E) Dispersion error

A) Systematic error

13. A ________ is a question used to guide an interviewer through a survey by directing the interviewer to different spots on the questionnaire depending on the answers given. A) branching question B) leading question C) double-barreled question D) filter question E) break-out questions

A) branching question

11. ________ direct respondents to different places in the questionnaire based on their response to the question at hand. A) branching questions B) leading questions C) double-barreled questions D) filter questions E) break-out questions

A) branching questions

4. A(n) ________ involves a complete count of each element in a population. A) census B) sample C) element D) sampling unit E) count

A) census

6. which of the following is the first step in the sampling design process? A) define the population B) determine the sampling frame C) select sampling technique(s) D) determine the sample size E) count your resources available

A) define the population

8. A(n) ________ is a structured question with only two response alternatives, such as yes or no. A) dichotomous question B) open-ended question C) multiple-choice question D) random question E) yay-nay question

A) dichotomous question

1. In sampling, a(n) ________ is the object or person about which or from which the information is desired. A) element B) incident C) hypothesis D) census E) information unit

A) element

18. All of the following are examples of convenience sampling EXCEPT ________. A) expert witnesses used in court B) use of students, church groups, and members of social organizations C) department stores using charge account lists D) tear-out questionnaires included in a magazine E) mall intercept interviews conducted without qualifying respondents

A) expert witnesses used in court

5. A scale whose numbers serve only as labels or tags for identifying and classifying objects with a strict one-to-one correspondence between the numbers and the objects is called a(n) ________. A) nominal scale B) ratio scale C) ordinal scale D) interval scale E) random scale

A) nominal scale

17. A(n) ________ is one of two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set. A) noncomparative scale B) continuous rating scale C) itemized rating scale D) Likert scale E) random scale

A) noncomparative scale

18. A(n) ________ is one of two types of scaling techniques in which each stimulus object is scaled independently of the other objects in the stimulus set. A) noncomparative scale B) continuous rating scale C) itemized rating scale D) Likert scale E) random scale

A) noncomparative scale

4. A motivational technique used when asking survey questions to induce the respondents to enlarge on, clarify, or explain their answers and to help the respondents focus on the specific content of the interview is called ________. A) probing B) sampling C) factoring D) recording E) selecting

A) probing

1. A(n) ________ is a structured technique for data collection that consists of a series of questions, written or verbal, which a respondent answers. A) questionnaire B) observation C) focus group D) test market E) set of time-series questions

A) questionnaire

10. A(n) ________ is a representation of the elements of the target population, which consists of a list or set of directions for identifying the target population. A) sampling frame B) census tract C) sampling unit D) hypothesis E) geodemographic template

A) sampling frame

2. The first step in the fieldwork process is the ________. A) selection of field workers B) training of field workers C) supervision of field workers D) evaluation of field workers E) validation of fieldwork

A) selection of field workers

7. The collection of elements or objects that possess the information the researcher seeks and about which the researcher will make inferences is called the ________. A) target population B) census C) element D) incident E) intended abstract

A) target population

3. Which of the following is NOT recognized as a phase of the interviewing process? A) validating the interview B) making the initial contact C) asking the questions D) recording the answers E) probing

A) validating the interview

14. ________ consists of screening questionnaires to identify illegible, incomplete, inconsistent, or ambiguous responses. A) Coding B) Editing C) Validating D) Pretesting E) Transcribing

B) Editing

12. improving the questionnaire by identifying and eliminating potential problems before using it in the actual survey. A) Precoding B) Pretesting C) Sampling D) Encoding E) Consolidation

B) Pretesting

10. ________ of fieldwork means verifying that field workers are submitting authentic interviews. A) Verification B) Validation C) Pretesting D) Coding E) Selection

B) Validation

24. ________ is the extent to which differences in observed scale scores reflect true differences among objects on the characteristic being measured, rather than systematic or random errors. A) Reliability B) Validity C) Effectiveness D) Consistency E) Substantive difference

B) Validity

15. Socioeconomic and demographic characteristics used to categorize respondents are referred to as ________. A) basic information B) classification information C) problem-solving information D) identification information E) quantification information

B) classification information

15. The assignment of a symbol to represent a specific response to a specific question, along with the data record and column position that symbol will occupy, is called ________. A) editing B) coding C) sampling D) pretesting E) selecting

B) coding

9. The scaling techniques commonly used in marketing research can be classified into ________ and ________. A) random; nonrandom scales B) comparative; noncomparative scales C) interval; ratio scales D) nominal; ordinal scales E) object; non-object scales

B) comparative; noncomparative scales

8. The target population should be defined in terms of all of the following EXCEPT in terms of ________. A) elements B) cost C) sampling units D) time frame E) extent

B) cost

2. A single question that attempts to cover two issues is called a ________. A) filtered question B) double-barreled question C) random question D) coefficient question E) two-issue query

B) double-barreled question

7. Open-ended questions are most useful in ________ and as opening questions. A) descriptive research B) exploratory research C) conclusive research D) virtual research E) confirmatory research

B) exploratory research

10. A strategy for ordering questions in a questionnaire in which the sequence starts with general questions, which are followed by progressively more specific questions, in order to prevent specific questions from biasing general questions, is called the ________. A) unstructured approach B) funnel approach C) diagnostic approach D) goal-oriented approach E) inverted-funnel approach

B) funnel approach

14. Which of the following types of information is considered most sensitive and, therefore, should appear at the end of the questionnaire? A) basic information B) identification information C) problem-solving information D) random information E) quantification information

B) identification information

12. Sampling techniques that do not use chance selection procedures and rely on the personal judgment of the researcher are called ________. A) probability sampling techniques B) nonprobability sampling techniques C) stratified sampling D) cluster sampling E) semantic differential sampling

B) nonprobability sampling techniques

6. Which of the following types of questions allow respondents to express their attitudes or opinions without the bias associated with restricting responses to predefined alternatives? A) multiple-choice questions B) open-ended questions C) dichotomous questions D) structured questions E) alternative questions

B) open-ended questions

7. A ranking scale in which numbers are assigned to objects to indicate the relative extent to which some characteristic is possessed is called a(n) ________. A) nominal scale B) ordinal scale C) interval scale D) ratio scale E) random scale

B) ordinal scale

14. A comparative scaling technique in which a respondent is presented with two objects at a time and asked to select one object in the pair according to some criterion is called ________. A) rank order scaling B) paired comparison scaling C) constant sum scaling D) semantic differential scaling E) semantic meaning scaling

B) paired comparison scaling

3. A(n) ________ is the total of all the elements that share some common set of characteristics. A) sample B) population C) inference D) hypothesis E) elements

B) population

9. interviewer cheating can be minimized through all of the following EXCEPT through ________. A) proper training B) pretesting of questionnaires C) proper supervision D) validation of fieldwork E) All of the above will help to minimize interviewer cheating.

B) pretesting of questionnaires

3. Initial questions in questionnaires that screen potential respondents to ensure they meet the requirements of the sample are called ________. A) double-barreled questions B) screening or qualifying questions C) random questions D) coefficient questions E) requirement questions

B) screening or qualifying questions

21. What type of scale is this? Sears is: Powerful —:—:—:—:-X-:—:—: Weak Unreliable —:—:—:—:—:-X-:—: Reliable A) Likert scale B) semantic differential scale C) continuous rating scale D) Stapel scale E) visual scale

B) semantic differential scale

23. A nonprobability sampling technique in which an initial group of respondents is selected randomly and subsequent respondents are selected based on the referrals or information provided by the initial respondents is called ________. A) quota sampling B) snowball sampling C) stratified sampling D) cluster sampling E) respondent sampling

B) snowball sampling

5. Open-ended questions that respondents answer in their own words are called ________. A) structured questions B) unstructured questions C) double-barreled questions D) filtered questions E) own-voice questions

B) unstructured questions

6. ________ helps respondents focus on the specific content of the interview and provide only relevant information. A) Sampling B) Factoring C) Probing D) Recording E) Selecting

C) Probing

20. A scale for measuring attitudes that consists of a single adjective in the middle of an even-numbered range of values is called a ________. A) Likert scale B) semantic differential C) Stapel scale D) balanced rating scale E) mid-range scale

C) Stapel scale

11. Researchers and field workers can make respondents feel comfortable by ________. A) entertaining them B) hiding the purpose of the project C) addressing questions of respondents D) revealing what other respondents said E) all of the above

C) addressing questions of respondents

10. A ________ is one of the two types of scaling techniques in which there is direct comparison of stimulus objects with one another. A) random scale B) nonrandom scale C) comparative scale D) noncomparative scale E) direct scale

C) comparative scale

15. In ________, respondents allocate a constant sum of units, such as points, dollars, or chips, among a set of alternatives according to some specified criterion. A) rank order scaling B) paired comparison scaling C) constant sum scaling D) semantic differential scaling E) semantic meaning scaling

C) constant sum scaling

19. In which of the following types of research are convenience samples appropriate to use? A) descriptive research B) causal research C) exploratory research D) survey research E) any research where the goal is to draw population inferences

C) exploratory research

8. A(n) ________ is a scale in which the numbers are used to rate objects such that numerically equal distances on the scale represent equal distances in the characteristic being measured. A) nominal scale B) ordinal scale C) interval scale D) ratio scale E) random scale

C) interval scale

20. A form of convenience sampling in which the population elements are selected based on the researcher's discretion is called ________. A) quota sampling B) snowball sampling C) judgmental sampling D) sampling E) simple random sampling

C) judgmental sampling

9. A question that gives the respondent a clue as to what the answer should be is called a(n) ________. A) filtered question B) double-barreled question C) leading question D) open-ended question E) clue question

C) leading question

4. Which of the following is NOT a popular form of structured question? A) multiple-choice B) dichotomous C) open-ended D) scales E) All of the above are forms of structured questions

C) open-ended

6. The most complex of the primary scales of measurement is the ________. A) ordinal scale B) interval scale C) ratio scale D) nominal scale E) random scale

C) ratio scale

2. In survey research, the element is usually the ________. A) questionnaire B) interviewer C) respondent D) product E) Metropolitan Statistical Area (MSA)

C) respondent

15. The number of units to be included in a study is called the ________. A) census B) sampling frame C) sample size D) incident E) company roster

C) sample size

8. An important aspect of supervision is ________, which attempts to insure that the interviewers are strictly following the sampling plan rather than selecting sampling units based on convenience or accessibility. A) questionnaire design B) sequential coding C) sampling control D) pretesting E) insurance

C) sampling control

9. A(n) ________ is the basic unit containing the elements of the population to be sampled. A) hypothesis B) theory C) sampling unit D) coefficient alpha E) household

C) sampling unit

2. The generation of a continuum upon which measured objects are located is called ________. A) sampling B) hypothesizing C) scaling D) factoring E) continuous generation

C) scaling

26. Which of the following is NOT a weakness of stratified sampling? A) difficult to select relevant stratification variables B) not feasible to stratify on many variables C) expensive D) All are weaknesses of stratified sampling. E) None are weaknesses of stratified sampling.

D) All are weaknesses of stratified sampling.

16. All of the following are examples of commonly used nonprobability sampling techniques EXCEPT ________. A) judgmental sampling B) quota sampling C) snowball sampling D) cluster sampling E) convenience sampling

D) cluster sampling

7. Supervision of field workers involves all of the following EXCEPT ________. A) quality control and editing B) sampling control C) central office control D) coding of questionnaires E) control of cheating

D) coding of questionnaires

1. Fieldwork is the ________ in the marketing research process. A) first step B) second step C) third step D) fourth step E) fifth step

D) fourth step

21. Which of the following is NOT a common example of judgmental sampling? A) test markets selected to determine the potential of a new product B) purchase engineers selected in industrial marketing research because they are considered to be representative of the company C) department stores selected to test new merchandising display D) mall intercept interviews conducted without qualifying the respondents E) precincts selected in voting behavior research

D) mall intercept interviews conducted without qualifying the respondents

11. A(n) ________ is one of two types of scaling techniques in which each stimulus object is scaled independently of the others. A) random scale B) nonrandom scale C) comparative scale D) noncomparative scale E) independence scale

D) noncomparative scale

12. Which of the following is NOT a classification of itemized rating scales? A) Likert scales B) semantic differential scales C) Stapel scales D) perceptual scales E) All of the above are classifications of itemized rating scales.

D) perceptual scales

14. In ________, sampling elements are selected by chance, that is, randomly. A) nonprobability sampling B) convenience sampling C) judgmental sampling D) probability sampling E) lotto sampling

D) probability sampling

23. Which of the following types of error describes measurement error that arises from arbitrary changes that have a different effect each time the measurement is made? A) systematic error B) forced error C) coefficient error D) random error E) dispersion error

D) random error

4. Which of the following is NOT one of the four primary scales of measurement? A) nominal scales B) ordinal scales C) interval scales D) random scales E) C and D

D) random scales

25. When using a(n) ________, the respondent is typically asked to rate a brand, store, or some other object in terms of bipolar adjectives, such as cold and warm. A) Likert scale B) Stapel scale C) balanced rating scale D) semantic differential E) image scale

D) semantic differential

13. Which of the following is NOT recognized as a comparative scaling technique? A) rank order scaling B) paired comparison scaling C) constant sum scaling D) semantic differential scaling E) All of the above are comparative scaling techniques

D) semantic differential scaling

27. A probability sampling technique in which the sample is chosen by selecting a random starting point and then picking every ith element in succession from the sampling frame is called ________. A) simple random sampling B) snowball sampling C) cluster sampling D) systematic sampling E) succession sampling

D) systematic sampling

13. Examples of nonprobability sampling include all of the following EXCEPT ________. A) interviewing people at street corners B) interviewing people in retail stores C) interviewing people in malls D) asking for referrals from participants who volunteer E) All of the above selections are examples of nonprobability sampling.

E) All of the above selections are examples of nonprobability sampling.

5. Which of the following conditions does NOT favor the choice of using a sample over a census? A) small budget B) Time available is short. C) Population size is large. D) Variance in the characteristic of interest is low. E) Cost of sampling error is high.

E) Cost of sampling error is high.

16. A major disadvantage of constant sum scaling is that it ________. A) is limited to large discriminations among alternatives B) takes too much time to collect C) has no absolute zero point D) cannot be considered an ordinal scale E) cannot prevent respondents from allocating more or fewer units than those specified

E) cannot prevent respondents from allocating more or fewer units than those specified

25. Which of the following is NOT a weakness of simple random sampling? A) difficult to construct sampling frame B) expensive C) lower precision producing samples with large standard errors D) no assurance of representativeness E) not easily understood

E) not easily understood

12. The data preparation process begins with ________. A) validating the questionnaires B) evaluating the interviewers C) pretesting the questionnaire D) transcribing data E) preliminary plan of data analysis

E) preliminary plan of data analysis

13. Which of the following is the last stage of the data preparation process? A) questionnaire checking B) coding C) data cleaning D) transcribing E) selecting a data analysis strategy

E) selecting a data analysis strategy

1. The assignment of numbers or other symbols to characteristics of objects according to certain prespecified rules is called ________. A) randomization B) measurement C) sampling D) exploring E) characterization

measurement