Rushing into a research project may result in conducting a study that is not needed.
A Spearman correlation is more appropriate for interval and ratio data than is the
Pearson product-moment correlation.
The basic calculation for obtaining a response rate is to count the number of eligible
people who were asked to participate in the survey, then divide that by the number of
questionnaires returned or completed.
Depth interviews are less expensive than focus group interviews, especially if several
depth interviews are conducted.
An experimental construct refers to one of the possible levels of an experimental
variable manipulation.
Researchers shouldn”t draw conclusions from a sample.
Mathematical operations cannot be performed with numbers from nominal scales.
A rating task asks the respondent to estimate the magnitude or the extent to which some
characteristic exists.
Researchers have limited options for measuring attitudinal concepts..
A reliability analysis is done by comparing data from one source with data from another
source.
Absolute causality means the cause is necessary and sufficient to bring about the effect.
The personal interview is especially useful for obtaining unstructured information.
The purpose of an oral presentation of a research report is to present all of the details of
the research.
A scale can be created by simply adding together the responses to several items related
to a topic.
Personal interviews are typically less costly per respondent than telephone surveys.
A ratio scale is the simplest type of measurement scale.
Nonparametric statistical tests are frequently referred to as distribution free.
One probing tactic is to repeat the question for a respondent.
Telescoping error occurs when respondents think that recent events took place longer
ago than they really did.
A measurement scale in which respondents are asked to rank items based on their
preferences is called a nominal scale.
Internet surveys allow researchers to vary the questions to respondents based on their
answers to previous questions in the survey.
Self-selection biases in survey research overrepresent indifferent responses and
underrepresent extreme consumer positions.
The interquartile range is a measure of central tendency.
Data and information can be delivered to consumers or other end users via pull
technology or push technology.
Normally, interviewers should be healthy, outgoing, and well groomed and tailored.
The purpose of exploratory research is to provide conclusive evidence for a particular
business action.
The semantic differential scale uses unlabeled response categories between two bipolar
opposite adjectives.
Case studies are analyzed for important themes identified by the frequency with which
the same term arises.
Scales measure concepts.
Data, information, and intelligence all have the potential to create value to the firm
through better decision making.
Internal consistency represents a measure’s heterogeneity.
Input data can come from internal sources of the organization, but not from external
sources.
A longitudinal study that gathers data from the same sample of individuals or
households over time is called a repeated measures study.
The standardized value of Z is computed by the formula: Z = (X – m)/s.
A researcher gave Janis and her husband a bar-coded card, like a frequent-shopper card,
that they give to the checkout clerk at the grocery store. Their code number is coupled
with the purchase information recorded by the scanner. This family is participating is
a(n) _____.
A.scanner-based consumer panel
B.obtrusive observation study
C.phenomenological study
D.ethnographic study
The Z-test for comparing two proportions is appropriate with which null hypothesis
(H0)?
A.p1 = p2.
B.p1 p2.
C.p1 x p2 = 1
D.p1 – p2 = 1
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.
A.visible
B.primary
C.ethnographic
D.obtrusive
Which type of scale asks respondents to indicate their attitudes by checking how
strongly they agree or disagree with carefully constructed statements, ranging from very
positive to very negative attitudes toward some object?
A.constant-sum
B.Likert
C.Stapel
D.graphic rating
An interview technique that tries to draw deeper and more elaborate explanations from
the discussion is called _____.
A.probing
B.peeling
C.immersion
D.ethnography
The difference between the sample result and the result of an accurate census is called
_____.
A.random sampling error
B.systematic sampling error
C.primary sampling error
D.secondary sampling error
When a respondent is asked: “How often do you travel on business in a six-month
period?” and is asked to indicate her answer by circling one of the following: never,
rarely, sometimes, often, very often, this is an example of a _____ scale.
A.semantic differential
B.Likert
C.category
D.constant-sum
A(n) _____ is a research supplier that provides standardized information for many
clients in return for a fee.
A.full-service firm
B.boutique service
C.one-stop service
D.syndicated service
Breaking down the answer to the question: “Have you ever purchased a ticket online for
an American Airlines flight?” into subgroups based on gender and zip code is an
example of _____.
A.a box and whisker plot analysis
B.an index number
C.elaboration analysis
D.interquartile analysis
All of the following are basic principles for good interviewing technique EXCEPT
_____
A.have patience and tack
B.pay attention to accuracy and detail
C.keep the respondent’s answers confidential
D.spend more time listening and less time recording answers
Accumulated records resulting from point-of-sale data recordings are known as _____.
A.scanner data
B.multiple-source data
C.cookies
D.environmental scanning data
Which Internet questionnaire layout presents the entire questionnaire on one page?
A.paging layout
B.scrolling layout
C.continuous layout
D.perpetual layout
Which of the following tests is conceptually similar to the one used when the mean is
the characteristic of interest but that differs in the mathematical formulation of the
standard error of the proportion?
A.hypothesis test of a proportion
B.c2 test
C.goodness of fit test
D.degrees of freedom test
“Should Dillard’s keep its excellent department store credit card program? ______ Yes
______ No” is an example of _____.
A.using a pivot question
B.making assumptions
C.a double-barreled question
D.using a checklist
In general, the ______ important a decision is strategically to the organization, the
______ likely that research will be undertaken.
A.less; more
B.more; more
C.more; less
D.none of these choices
What type of scale is the following when female shoppers are asked to rate Macy’s
department store in terms of its women’s apparel items?
A.semantic differential
B.Stapel
C.paired comparison
D.constant-sum
A live, real-time support feature that solves problems or answers questions respondents
may encounter in completing the questionnaire is called a(n) _____.
A.search engine
B.interactive help desk
C.interactive tabulation
D.intervention
A researcher is reviewing average household income data and sees that one household
reported an annual income of over $1 million. This value lies outside the normal range
of the data and is called a(n) _____.
A.abnormality
B.marginal
C.outlier
D.quartile
If the level of advertising expenditures is compared to the number of units sold at the
end of a four-month period, the independent variable is ______ while the dependent
variable is ______.
A.advertising expenditure level; units sold
B.customer satisfaction; advertising expenditure level
C.units sold; advertising expenditure level
D.none of these choices
Differences in dependent variable means due to a specific combination of independent
variables are called _____ effects.
A.main
B.conditional
C.interaction
D.valid
Which of the following is a survey of respondents at different times, thus allowing
analysis of response continuity and changes over time?
A.cross-sectional study
B.longitudinal study
C.time-based study
D.structured study
Which of the following is considered the basic unit for theory development?
A.concept
B.proposition
C.hypothesis
D.variable
A question that poses some problem or topic and asks respondents to answer in their
own words is called a(n) _____.
A.sentence completion question
B.unbalanced question
C.fixed-alternative question
D.open-ended question
Janice is participating in an experimental study of an herbal supplement that is
supposed to give users more energy. Since starting the experiment, she has noticed that
she has more energy, but in reality, she is just receiving a “blank” pill that does not
contain the herbal supplement. What effect is Janice demonstrating?
A.false negative
B.type I error
C.type II error
D.placebo
_____ are the subjects or entities whose responses to the experimental treatment are
measured.
A.Test units
B.Focal units
C.Covariates
D.Independent units
Janna discovers a market segment that is underserved by competitors’ products. For
Janna’s company, this segment represents a _____.
A.business threat
B.business opportunity
C.backward linkage
D.test market
All of the following are guidelines that help prevent the most common mistakes in
designing questions EXCEPT _____.
A.avoid personal questions
B.avoid complexity
C.avoid leading questions
D.avoid double-barreled questions
A collection of characters that represents a single type of data, usually a variable, is
called a _____.
A.field
B.data file
C.value label
D.string file
“What is your favorite hobby, playing video games, or what?” is an example of what
type of question?
A.loaded
B.pivot
C.filter
D.leading
Systematic errors are _____ because they include all sources of error other than those
introduced directly by the sampling procedure.
A.random sampling error
B.interviewer error
C.nonresponse error
D.nonsampling errors
The idea that the coding categories applied to a given question should allow all possible
answers to the question to receive a code is another way of saying that the coding
categories should be _____.
A.mutually exclusive
B.precoded
C.exhaustive
D.complete
Which mulitvariate techniques measures objects in multidimensional space on the basis
of respondents’ judgments of the similarity of objects?
A.factor analysis
B.multidimensional scaling
C.structured dimensional modeling
D.relative positioning
How does a research proposal differ from the final research report? What is the best
way for the researcher to let management know exactly what kind of results will be
produced by the research?
Discuss layout issues with respect to Internet questionnaires, the tools used to assist
respondents’ navigation through the survey, and the alternative ways of displaying
questions.
A graphic representation of the range, central tendency, percentiles, and variabilities of
a variable is called a(n) ______ plot.
Discuss the three factors required to specify sample size.
In the communication process, the receiver of the research report is known as the
______.
Compare and contrast open-ended and fixed-alternative questions and give an example
of each.
The error caused by failing to reject the null hypothesis when, in fact, the alternative
hypothesis is true is called a(n) ______ error.
A session in which research subjects are fully informed and provided a chance to ask
any questions that they may have about an experiment is called a(n) _____ session.
A performance criterion that expresses what a manager will do if a criterion is achieved
in a research study is called a(n) ______.
When respondents are asked whether they strongly agree, agree, are neutral, disagree,
or strongly disagree to a series of attitude items, this is an example of a(n) ______
scale.
A frequency distribution organized into a table or graph that summarizes percentage
values associated with particular values of a variable is called a(n) _____.
When the people who answer a mail survey are different in important ways (e.g. income
level) from the people who did not answer the survey, the survey is said to have ______
error.
In hypothesis testing, the number of observations minus the number of constraints
needed to calculate a statistical term is called the ______.
_____ coding is a method of making sure all the items forming a composite scale are
scored in the same direction.
A multivariate interdependence technique that classifies individuals or objects into a
small number of mutually exclusive and exhaustive groups is _____.
Using software to control the flow of an internet questionnaire, for example to prevent
respondents from backing up or failing to answer a question, is called _____.
A researcher is conducting a study on attitudes toward and the prevalence of drinking
and driving among teens and young adults and is concerned that respondents will be
reluctant to answer honestly. Discuss how the researcher can ask questions that will
more likely lead to honest answers among respondents.
Another name for an observed or computed significance level is _____.
Do exploratory research approaches using qualitative research tools have a role in
scientific inquiry? Explain why a decision may be based solely on these results.