MKT 444 (7-13)
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
All of the following can be measured using ratio scales EXCEPT ____.
gender
The question as to whether the independent variable was the sole cause of the change in the dependent variable is the basic issue in
internal validity
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
interviewer bias
A construct is a latent concept that is measured with a single variable.
False
A scale can be thought of as a generalized idea that represents something of meaning.
False
Hidden, unobtrusive observation maximizes respondent error.
False
In an experiment, the researcher manipulates the dependent variable and measures its effect on the independent variable
False
The presence of an interviewer typically decreases the response rate in comparison to what would be found with a mail survey
False
A balanced rating scale has a neutral point, or point of indifference, at the center of the scale.
True
A maturation effect in an experiment is a function of time and the naturally occurring events that coincide with growth and experience.
True
A response bias occurs when respondents tend to answer questions with a certain slant.
True
In an experiment, effects are the characteristics of experiments that allow hypotheses to be tested.
True
Response latency is the amount of time it takes to make a choice between two alternatives.
True
Unless sample size is increased, random sampling errors are unavoidable in survey research.
True
Observing a person's television viewing habits is an example of which type of observation?
physical actions
When a hotel customer decides to fill out a customer satisfaction survey to complain about having to wait an hour for room service to deliver his dinner, this is an example of
self-selection bias
Observing traffic patterns at a busy intersection with cameras is an example of what type of observation?
spatial relations and locations
Using a stopwatch to determine the average waiting time for a customer at a drive-through location at McDonald's is an example of what type of observation?
temporal pattern
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
deliberate falsification
When a researcher tries to say that the results of a test market in Indianapolis, Indiana will hold in a national rollout of the new product, this researcher is concerned with
external validity
When a group of experts agrees that a measuring instrument measures what it is intended to measure, we say that the instrument has ____ validity.
face
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