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.
