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