Fortunately, there is a step-by-step process for ensuring accuracy in the wording of
questions in surveys.
Trade associations gather data to help the organizations in a specific industry.
The three major criteria for evaluating measurements are reliability, validity, and
replicability.
The oral presentation of a research report should be long and thorough.
A data sheet documents the location of each variable in a data matrix.
Proprietary marketing research is available to anyone via the Internet.
In field interviews, the interviewer should not indicate his probes to the respondent’s
answers to questions on the interview form.
If the purpose of the regression analysis is forecasting, then standardized regression
estimates must be used.
The first paragraph of a cover letter that accompanies a questionnaire should explain the
purpose of the study.
Survey research techniques and standards are still quite unscientific.
Researchers may observe physical phenomena as well as human behavior.
Importance-performance analysis is another name for quadrant analysis.
A convenience sample is a type of probability sampling method.
An experiment can have only one experimental variable.
Preliminary tabulations from pretests can provide meaningful information to
researchers.
Surveys provide accurate means of assessing information about a population, but they
are expensive and an inefficient means of doing so.
Eye-tracking monitors measure pupil size to determine emotional arousal.
Devising a coding scheme ahead of time is important because the categories cannot be
expanded or collapsed once data are collected.
Two common variants of the bar chart format are the subdivided-bar chart and the
multiple-bar chart.
Negative consumer attitudes is an example of a symptom.
Even with today’s advances in technology, computing power is still a barrier to
completing a research project.
Model building involves specifying relationships between two or more variables, which
is more complicated that simple fact-finding.
Which of the following data characteristic refers to the degree to which data represent
the TRUE situation?
A.timeliness
B.completeness
C.quality
D.relevance
A planogram is a graphical way of showing the frequency distribution in which the
height of a bar corresponds to the frequency of a category.
The purpose of charts in a research report is to translate numbers into a visual form that
displays the relationship between the numbers.
A concept is a formal statement explaining some outcome.
When an interviewer is not able to write fast enough to record the respondent’s answers
verbatim, this is an example of interviewer error.
Business research is basically about conducting surveys.
A mixed-mode survey is a study that employs any combination of survey methods.
In measurement, whenever a number is used to assign a value to an observation, the
researcher must assign this number according to some predetermined rule.
General Mills would like to ‘see” a picture of how its brands are perceived by
consumers compared to competitive brands. Which statistical technique can measure
brands in multidimensional space on the basis of respondents’ judgements of the
similarity of the brands?
A.structural equations modeling
B.factor analysis
C.multidimensional scaling
D.partial positioning
In which type of experiment does the researcher have more complete control over the
research setting and extraneous variables?
A.factorial
B.controlled
C.field
D.laboratory
Practically speaking, what is the first thing a researcher should do when interpreting
ANOVA results?
A.examine the actual means for each group
B.determine the between-groups variance
C.examine the total variance
D.check whether or not the overall model F is significant
Which of the following is FALSE regarding mobile phone interviews?
A.Phones have varying abilities for automated responses and differing keypads.
B.Area codes for mobile phones are not necessarily tied to geography.
C.Telemarketing calls can be directed toward mobile phone numbers in the United
States, but it is illegal to do so in Europe.
D.The recipient of a mobile phone call is even more distracted than the recipient of a
home or office call.
A researcher has assessed the reliability and validity of his data and is comfortable in
thinking the data accurately matches reality. Which characteristic of valuable
information does this best describe?
A.relevance
B.completeness
C.quality
D.timeliness
Which type of effect occurs when there is a change in the wording of questions, a
change in interviewers, or a change in other procedures that causes a change in the
dependent variable?
A.history effect
B.mortality effect
C.instrumentation effect
D.testing effect
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
_____.
A.internal validity
B.the repeated measures effect
C.constant error
D.external validity
Many companies use powerful computers to dig through volumes of data to discover
patterns about their customers and products. This activity is called _____.
A.data mining
B.data digging
C.sugging
D.neural networking
_____ 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.
A.Response latency
B.Decision interval
C.Temporal analysis
D.Temporal pattern
When tabulation is done by hand to create a frequency table, this is called ______ the
data.
Which of the following are possible test units in a business research study?
A.people
B.sales territories
C.strategic business units
D.all of these choices
Carla is using education, income, and occupation to develop a measure of social class.
What type of measure for social class is she developing?
A.index measure
B.valid measure
C.reliable measure
D.concurrent measure
All of the following are types of variables EXCEPT _____.
A.continuous
B.categorical
C.constant
D.dependent
When AT&T hires a research agency to conduct research tailored to it’s unique needs,
this is called _____.
A.custom research
B.syndicated research
C.limited research
D.commercial research
People who are unwilling to participate in a research project are referred to as _____.
A.refusals
B.deviations
C.no contacts
D.random errors
When the head of the research department instructs field interviewers to interview
participants at a trade show such that they each interview 10 vendors that are
manufacturers and 10 that are service providers, this represents what type of sampling
procedure?
A.systematic sample
B.quota sample
C.area sample
D.multistage sample
Which of the following is a type of longitudinal study that gathers data from the same
sample of individuals or households that record their purchases over time?
A.cross-sectional study
B.consistent sample
C.consumer panel
D.tracking study
Which type of scale has respondents describe their attitude using a series of bipolar
rating scales?
A.Likert
B.constant-sum
C.semantic differential
D.Thurstone
All of the following are stages in the selection of a sample EXCEPT _____.
A.analyze data
B.select a sampling frame
C.determine sample size
D.conduct fieldwork
A(n) _____ variable is one that is expected to influence the dependent variable in some
way.
A.primary
B.interactive
C.independent
D.first-order
When a local television station sends a crew to interview joggers in the city park on a
beautiful spring day, this represents what type of sample?
A.cluster sample
B.multistage area sample
C.systematic sample
D.convenience sample
The number of observations minus the number of constraints or assumptions needed to
calculate a statistical term is called the _____.
A.statistical power
B.t-level
C.degrees of freedom
D.significance level
A(n) _____ is a generalized idea that represents something of identifiable and distinct
meaning.
A.scale
B.concept
C.operant
D.measure
A stratified sample in which the number of sampling units drawn from each stratum is
in proportion to the population size of that stratum is called a(n) _____.
A.proportional stratified sample
B.balanced stratified sample
C.even stratified sample
D.primary stratified sample
In political elections for candidates who are not well-known by many voters, such as
judges, it frequently happens that the candidate who is listed first on the ballot receives
the most votes, this is an example of a(n) _____.
A.Hawthorne effect
B.self-fulfilling prophecy
C.order bias
D.split-ballot technique
Which of the following is an advantage of including a questionnaire in an e-mail?
A.lower distribution costs than a mail survey
B.faster turnaround time than a mail survey
C.faster speed of distribution
D.all of these choices
When a researcher is attempting to predict sales volume by using building permits,
amount of advertising, and the income levels of residents, the researcher is using _____.
A.univariate analysis
B.a chi-square analysis
C.multiple regression analysis
D.factor analysis
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) _____.
A.derived scale
B.additive scale
C.summated scale
D.primary scale
In discriminant analysis, a linear combination of independent variables that explains
group memberships is known as a(n) _____.
A.regression equation
B.discriminant function
C.discriminant factor
D.n-way ANOVA
Which of the following refers to the way researchers go about using knowledge and
evidence to reach objective conclusions about the real world?
A.qualitative method
B.quantitative method
C.scientific method
D.primary method
A question that ‘screens out” respondents because they do not qualify to answer a
subsequent question (e.g. “Do you own a DVD player?”) is called a(n) ______ question.
The test used to test statistical significance by comparing variation explained by the
regression equation to the residual error variation is the _____.
Name and describe the three broad objectives that can be achieved using secondary data
and give an example of each.
Research that is conducted to support a specific claim in a legal action (e.g. a certain
miles per gallon performance in city driving conditions) is known as ______ research.
List the seven major elements of a formal research report.
Explain how regression differs from correlation.
_____ is the systematic observation and quantitative description of the manifest content
of communication.
A researcher is studying purchasing managers to determine how they decide to use
credit in purchase situations for their companies. In this case, purchasing managers are
the _____.
Basic research usually performed by academic researchers and supported by some
public or private institution is called _____ business research.
Explain what a Z-test for comparing two proportions is and the appropriate hypothesis.
The typical maximum of slices in a pie chart is _____ slices.
A medium that a person can use to communicate with and interact with other users is
called a(n) _____ medium.
When an interviewer asks a respondent, “Why do you use that brand of dish soap?”, this
is an example of a(n) ______ question.
An attempt to recontact a potential respondent in a phone survey when no one answered
the phone on a previous attempt is called a(n) ______.
Compare and contrast the four different levels of scale measurement.