Field experiments tend to have less external validity than laboratory experiments.
The variate is a mathematical way in which a set of variables can be represented with
one equation.
In cluster analysis, each cluster should have low internal homogeneity and high external
heterogeneity.
Communication technologies have impacted business research greatly.
The t-test is strictly appropriate for tests involving sample sizes larger than 30 with
known standard deviations.
If a researcher wants to compare five brands of toothpaste on the basis of their flavor
using the paired comparison method, the researcher must ask each respondent to make
five comparisons.
When a respondent exaggerates his income and education in an interview in order to
make a favorable impression on the interviewer, this is an example of auspices bias.
A 3 x 3 factorial experiment requires six combinations of treatment groups.
Focus groups, while useful, take considerable time and effort to execute.
Mail surveys can reach geographically dispersed respondents who are otherwise
difficult to contact.
Theories allow researchers to build on previous knowledge.
Data are a subset of market intelligence.
List brokers rent lists of names, addresses, phone numbers, and e-mail addresses of
specific populations.
An undisguised question limits the number of allowable responses.
The idea that the coding categories used should allow for all possible responses to the
question is another way of saying that the data should be mutually exclusive.
The mean is simply the arithmetic average.
Ethical questions are really philosophical questions.
A confound is an experimental deception involving a false treatment.
The purpose of a push poll is to push consumers into a pre-determined response.
A sample is a subset, or some part, of a larger population.
It is typical in observation studies for the observer to ask questions of the person who is
being observed.
Observational studies often use complementary evidence concerning individuals’ “true”
feelings.
The sampling frame is also called the working population.
Single-source analysis is a form of data mining that analyzes anonymous point-of-sale
transactions databases to identify coinciding purchases or relationships between
products purchased and other retail shopping information.
Judgment sampling ensures that various subgroups of a population will be represented
on pertinent characteristics.
Participants in experimental research are typically referred to as respondents.
Door-to-door interviews are still used heavily by researchers.
Open-ended response questions are frequently used in causal research.
A decision statement is a written expression of the key question(s) that a research user
wishes to answer.
One way to communicate a research report to the managers of an organization is
through the organization’s Intranet.
The thematic apperception test (TAT) presents subjects with an ambiguous picture in
which consumers and products are the center of attention.
A balanced rating scale has a neutral point, or point of indifference, at the center of the
scale.
Character labels are unique labels assigned to each possible numeric code for a
response.
In regression, the standardized Y-intercept term is always 0.
Fixed-alternative questions require more interviewer skill to administer than
open-ended response questions.
A focus blog is established for the purpose of collecting qualitative data from an
informal, continuous focus group.
Statistics can be used to prove that a research hypothesis is true.
_____ are the researcher’s descriptions of what actually happens in the field and are the
text from which meaning is extracted.
A.Hermeneutics
B.Field notes
C.Discussion guides
D.Verbatims
Which of the following should a researcher do in order to infer causality?
A.recognize the presence of alternative plausible explanations for the results
B.establish a sequence of events
C.measure the concomitant variation between the cause and the effect
D.all of these choices
When the data are in ______ form, and the sample size is ______ , the researcher
should use parametric statistical procedures.
A.nominal; large
B.ordinal; large
C.interval; large
D.nominal; small
What type of research is being conducted to answer the question: “Would this target
market be interested in this type of new product?”
A.causal research
B.exploratory research
C.situation analysis research
D.descriptive research
_____ editing rigorously investigates the results of data collection, usually in a
centralized office.
A.In-house
B.Primary
C.Secondary
D.Higher-order
Which of the following survey research methods offers the lowest degree of respondent
anonymity?
A.telephone interview
B.mail survey
C.mall intercept interview
D.Internet survey
A validity test of an experimental manipulation to make sure that the manipulation does
produce differences in the independent variable is called a _____.
A.validity check
B.reliability check
C.reality check
D.manipulation check
When an interviewer conducts a taste test for a new type of pizza and the respondent
replies: “Good” to the question: “How does that pizza taste?”, and then the interviewer
asks: “What do you mean by ‘good’?”, this is an example of _____.
A.an expectant pause
B.a silent probe
C.a neutral question
D.verification
Market potential is frequently estimated through the use of secondary data.
_____ represents a measure’s homogeneity or the extent to which each indicator of a
concept converges on a common meaning.
A.Internal consistency
B.Validity
C.Internal validity
D.External consistency
Which of the following is the activity of transferring data from a research project to
computers?
A.data formatting
B.data entry
C.data scanning
D.data transformation
What type of scale is the following?
A.Likert
B.behavioral intention
C.semantic differential
D.constant-sum
If researcher wish to compare six brands of HDTVs on the basis of quality, how many
paired comparisons will be necessary?
A.3
B.6
C.15
D.30
An image profile can be developed based on semantic differential data.
Which of the following is a suggestion for recording the answer to open-ended
interview questions?
A.record responses verbatim
B.include all probes
C.do not paraphrase respondent’s answers to questions
D.all of these choices
In theory development, which of the following is the level of knowledge expressing a
concept that exists only as an idea or a quality apart from an object?
A.empirical level
B.primary level
C.conceptual level
D.abstract level
All of the following are simple regression estimation techniques EXCEPT _____.
A.chi-square estimation
B.maximum likelihood
C.visual estimation
D.ordinary least squares (OLS)
Which of the following is an advantage of focus group interviews?
A.provide multiple perspectives
B.low degree of scrutiny
C.inexpensive
D.easy to use for sensitive topics
Assigning a “1” or “0” code where each number represents an alternate response such as
“yes” or “no,” is an example of _____.
A.editing
B.dummy coding
C.reverse coding
D.plugging
All of the following are ways to increase response rates for mail surveys EXCEPT
_____.
A.cover letter
B.interesting questions
C.advance notification
D.always revealing the sponsor of the research
In some instances, observation is the only method possible for collecting data.
Identify various internal sources of secondary data and explain how researchers can
search this type of data.
Laura has a frequency table with the number of stores in three different categories:
stand-alone, shopping center, and mall locations. Which statistical test is appropriate for
testing hypothesizes she might have regarding these frequencies?
A.b test
B.c2 test
C.a test
D.g test
All of the following are advantages of survey research EXCEPT _____.
A.inexpensive
B.random
C.efficient
D.accurate
Suppose that a group of 100 consumers are asked to rate how much they liked the taste
of a new soft drink on a 5-point scale (where 5 = good taste and 1 = poor taste) and the
mean rating was 4.2 with a standard deviation of 1.48. Suppose, further, that the
standard error of the mean for this study was 0.15. If you wanted to find the 95 percent
confidence interval (two-tailed test), and if the Z-value at the 0.05 level of significance
is 1.96, the confidence interval lies between _____.
A.3.91 and 4.49
B.4.17 and 4.23
C.3.98 and 4.42
D.4.00 and 5.00
Which of the following eliminates the counting of names in a list and subjectively
determining whether a telephone directory listing is a business, institution, or legitimate
household?
A.mixed-mode survey
B.predictive calling
C.computer-assisted telephone interviewing (CATI)
D.random digit dialing
Observing a person’s television viewing habits is an example of which type of
observation?
A.verbal records
B.expressive behavior
C.physical actions
D.physical objects
Which of the following data can be purchased from commercial sources?
A.advertising research
B.market-share data
C.consumer attitudes and public opinions
D.all of these choices
Where does the content for a particular website physically reside?
A.content provider
B.electronic data interchange
C.host
D.Intranet
A job posting for a research firm advertised it was looking for someone who can use
SPSS software to forecast sales. What is this position typically called in a research
firm?
A.forecast analyst
B.statistical analyst
C.research assistant
D.research analyst
The Pearson product-moment correlation requires what type of scale for the data?
A.nominal
B.interval
C.ordinal
D.all of these choices
In the communication process, the findings of the research report are known as the
______.
The letter that is on top of a mail survey that explains why the potential respondent
should fill out the survey is called the ______.
The percentage of elements that meet some criterion is referred to as the _____.
The simplest measure of the dispersion of a set of scores is the ______ .
Name and describe the various research positions in mid-sized research firms.
When a field interviewer believes that the respondent has more to say to a question and
waits patiently for the respondent to continue talking, this is called a(n) ______ probe.
The time it takes a subject to make a choice between the appeal of two advertisements
is a type of ______.
Proper use of the c2 test requires that each expected frequency have a value of at least
_____.
Compare and contrast statistics and inferential statistics. Which one is most appropriate
for causal research?
The ability of a measuring instrument to measure what it is supposed to measure is
called its ______.
A _____ is the proportion of people who are exposed to an Internet advertisement who
actually click on the corresponding hyperlink which takes them to the company’s
website.
_____ are the building blocks of theory.
In the communication process, the written report is known as the ______.
An appropriate test for comparing the scores of two interval variables drawn from
related populations is the _____.
A _____ is a written expression of the key question(s) that a research user wishes to
answer.
If the number of coupons given out at shopping malls is used to predict the number of
tickets that will be sold to a country and western band’s performance at a local club, the
number of coupons is the ______ variable.