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Paralanguage is an important part of planning and rehearsal. Which of the following
describes the characteristics of paralanguage the speaker should focus on?
A. frequency of eye contact with the audience helps to establish rapport and comfort.
B. a speaking style that is animated and lively gains audience attention
C. standing erect, but not rigid, and leaning slightly forward communicates that you are
approachable.
D. nonverbal communication including such vocal elements as tone, pitch, rhythm,
pause, timbre, loudness, and inflection.
E. none of the above
Which of the following principles related to contrast in visual design principles is
TRUE?
A. Low contrast, text to its background, should be used for text.
B. Busy or detailed backgrounds are visually engaging and thus enhance readability
C. Highlighting a number in a table of numbers enhances its contrast
D. Adding color to text when a colorful background or chart is used doesn't enhance
contrast
E. None of the above.
The process for measuring semantic content of a communication to develop a
qualitative picture of the respondents' concerns, ideas, attitudes, and feelings is called
_____.
A. brand mapping
B. component sorts
C. ethnographic interpretation
D. word association
E. content analysis
A three-point speech may contain which of these organizational variations?
A. Introduction-body-conclusion
B. Overview-body-recap
C. Introduction- three best supporting points-conclusion
D. Surprising introduction- three stories- memorable conclusion tying the stories
together
E. All of the above
What is the meaning of a significant correlation coefficient?
A. It reflects the probability of the relationship occurring in the population
B. It reflects the magnitude of the relationship
C. It reflects the direction of the relationship
D. It reflects the importance of the finding
E. It refers to the meaningfulness of the result
Intuitive decision makers tend to base business decisions on _____.
A. business research
B. secondary data
C. primary data
D. proprietary research
E. all of the above
Kroger, a grocery store chain, wants to identify the ideal store layout for increasing
store sales. Because it primarily uses two store designs, one a grid layout with vertical
aisles divided by a center aisle and another using a traditional straight-aisle pattern,
Kroger will match pairs of stores that have different designs but similar shopper
demographics and location. Sales from each pair will then be compared to determine if
store design is related to sales. Which type of study is this an example of?
A. Case study
B. Experimental study
C. Exploratory study
D. Longitudinal study
E. Ex post facto study
Research designs are classified as communication or observation by the approach used
to gather primary data. Identify five conditions under which observation is an
appropriate method for data collection.
In a written research report, if you were restricted to the choices below, which type of
chart would be better for depicting components or a whole or frequencies of a single
variable?
A. Bubble graph
B. Pie chart
C. Area chart
D. Stacked Pie
E. Geographic map or chart
To ensure the ethical treatment of participants, researchers should do all of the
following except _____.
A. explain the benefits of the study
B. provide incentives to participants
C. explain the participants rights
D. explain what steps have been taken to protect participants
E. obtain informed consent
When using _____, participants are asked to relate the properties of one thing or person
or brand to another.
A. imagination exercises
B. picture association
C. the thematic apperception test
D. empty balloons
E. laddering
A scalogram analysis should be used with which of the following scale types.
A. Dichotomous scale
B. Multiple choice-single response scale
C. Cumulative scale
D. Constant-sum scale
E. Graphical rating scale
Which of the following is a multiple-choice, single-response scale?
A. Yes, no
B. Agree, disagree
C. Strongly agree, agree, neither, disagree, strongly disagree
D. Important, unimportant
E. Male, female
The target population being studied and the methods for selecting respondents are all
part of the _____ section of the methodology portion of a written research report.
A. research design
B. data collection
C. findings
D. introduction
E. sampling design
Pilot tests typically use a sample size of _____ participants.
A. less than 100
B. 100-500
C. 501-1000
D. more than 1000
E. it depends on budgetary constraints
Which of the following is an example of secondary data?
A. Transcripts from a series of focus groups conducted for the current research problem
B. Diaries kept by panel participants who are currently evaluating their consumption of
milk
C. Sales records for the past 5 years
D. Completed questionnaires from a mail survey
E. Data file from a web survey deployed as part of the current research design
Consider the following hypothesis: "There is no relationship between income and
amount of money spent on food."
If the hypothesis presented is tested using a .05 alpha level and the resulting p value is .
01, which of the following interpretations of the results is most appropriate?
A. There is no relationship between income and food expenditures
B. There is a relationship between income and food expenditures
C. As income increases, food expenditures increase
D. As income decreases, the percentage of income spent on food increases
E. None of the above
All of the following are terms used to refer to an independent variable except _____.
A. predictor
B. explanatory
C. criterion
D. all of the above refer to an independent variable
E. none of the above refer to an independent variable
Which of the following goals should a good survey instrument accomplish?
A. Encourage each participant to provide accurate responses
B. Encourage participants to be succinct in their responses
C. Encourage participants to answer only those questions they are comfortable
answering
D. Encourage participants to end the survey when they feel they have contributed
enough information
E. Ask as much as possible from the respondents
Reexpression of data on a new scale is called
A. resistant statistics
B. nonresistant statistics
C. transformation
D. cross-tabulation
E. none of the above
A predictive study showed that a company would gain a 10% market share if it reduced
its product price by $5. The study assumed competitors would keep the prices of their
products unchanged.
A. This study can be used in all situations.
B. The company should reduce its product price by $5.
C. As the company cannot control the price decisions of its competitors so the study is
not very useful.
D. A new study focusing on a smaller number of variables is required.
E. Market fluctuations make this study important for prediction.
Following a customer's click-through patterns when they access the internet is an
example of __________ data.
A. Transactional
B. Observational
C. Conversational
D. Internet Analytics
E. B and C above
In surveys conducted with telephone interviews or in-person interviews, which form of
order bias is likely to occur?
A. Recency effect
B. Primacy effect
C. Halo effect
D. Demand effect
E. Leniency
The _____ suggests that a participant's burden should be minimized in the survey
response process by creating questionnaires that are easy to read, offer clear response
directions, include personalized communication, notify the participant about the survey
in advance, and encourage the respondent to participate.
A. Survey Design Bible
B. economic decision making literature
C. Total Design Method
D. Gallup organization
E. theory of reciprocation
Convergent validity and discriminant validity are components of _____ validity.
A. external
B. internal
C. criterion-related
D. construct
E. content
Interview guides begin with _____ questions, following a hierarchical questioning
structure.
A. narrow issue
B. narrow topical
C. broad issue
D. narrow interest
E. any of the above
Ill-defined problems are those that _____.
A. cannot be expressed completely or easily
B. cannot be answered
C. can be answered through data mining
D. cannot be addressed with secondary data
E. develop in method-bound research projects
Which of the following is NOT an example of research?
A. An experiment in product taste preferences.
B. A statistical analysis of errors in the recording of inventories.
C. A test of cognitive dissonance theory and major investment decisions.
D. A simulation of the information flows in an organization.
E. A decision to change the firm's method of accounting.
An instrument completed by the participant without additional contact with an
interviewer beyond the initial delivery of the instrument is called a _____.
A. computer-assisted self-interview
B. disk-by-mail survey
C. mail survey
D. self-administered questionnaire
E. web survey
InZone Research will survey fans attending one of the Final Four games to assess
preferences for pricing and products offered at concession stands. What type of study is
this an example of?
A. formal
B. cross-sectional
C. longitudinal
D. monitoring
E. ex post facto
The semistructured or structured interview guide designed to qualify prospects for
participation in research project is called a(n) _____.
A. pretasking exercise
B. recruitment screener
C. hierarchical question structure
D. computer-assisted interview
E. none of the above
Which type of rater error occurs when a participant is reluctant to give extreme
judgments?
A. Error of leniency
B. Error of central tendency
C. Halo effect
D. Demand effect
E. Socially desirable responding
