A tachistoscope is often used in experiments to control the amount of time a subject is
exposed to a visual image.
A custom research provider specializes in only one particular research activity, such as
field interviewing, data warehousing, or data processing.
A rule of thumb for R2 is that it must be greater than 0.80 for a regression model to be
significant.
The first step in the scientific method is to formulate concepts and propositions.
Descriptive statistics can summarize responses from large numbers of respondents in a
few simple statistics.
The primary advantage of secondary data is their availability.
The use of spyware violates the right to privacy and confidentiality of Internet users.
Probing is an interview technique that tries to draw deeper and more elaborate
explanations from a discussion.
The independent samples t-test tests the differences between means taken from two
independent samples or groups.
The primary purpose of inferential statistics is to make a judgment about a population.
Multiple regression analysis includes a single independent variable but several
dependent variables.
Test-marketing studies are a form of experimental research.
Fact-finding is the simplest form of secondary data research.
Covariance is the extent to which one variable causes a change in another variable.
When an interviewer asks the respondent a question and then waits patiently and
expectantly for the respondent to answer it, this is known as a neutral probe.
Qualitative research is cheaper than quantitative research.
An Institutional Review Board (IRB) is a committee that carefully reviews a proposed
research design to try to make sure the proposed research will satisfy the research
objectives.
If r = -0.88, this indicates a weak relationship between the two variables under study.
Leapfrogging is a procedure in which one respondent stimulates thought among the
others in a focus group.
Researchers cannot contact phone numbers on the National Do-Not-Call registry.
Small research firms typically only have a director of marketing research and a research
analyst.
A composite scale is made up of multiple items to represent a latent construct.
A problem occurs when there is a difference between the current conditions and a more
preferable set of conditions.
It’s usually safe to assume that secondary information is relevant, useful, and reliable.
In-house editing rigorously investigates the results of data collection.
Raw data lends itself well to analysis.
A correlation coefficient is a measure of the covariance, or association, between two
at-least interval variables.
One disadvantage of mail surveys is that respondents can”t verify the information they
put for answers.
A poll is an investigation of all the individual elements that make up the population.
The summary of the research report should be written before the report itself is written.
A research project is no better than the quality of data collected in the field.
It is safe to assume that secondary data from governments around the world are
accurate.
Symptoms need to be translated into a problem and then a decision statement.
What type of research is being conducted to answer the question: “What is the average
age of our employees?”
A.exploratory research
B.focus group research
C.descriptive research
D.causal research
Which format asks a respondent to remember something and gives them a clue to help?
A.cue-based
B.recognition
C.cognitive assistance
D.aided-recall
In a focus group discussion, when the comments of one member triggers a stream of
comments from the other participants, this is called _____.
A.serendipity
B.piggyback
C.structure
D.themes
A personal interview may be conducted in which of the following locations?
A.respondent’s home
B.shopping malls
C.telephone
D.all of these choices
When half of the respondents are asked to agree or disagree with the statement:
“Foreign cars are better made than cars made in the U.S.” while the other half of the
respondents are asked to agree or disagree with the statement: “Cars made in the U.S.
are better made than foreign cars,” this is an example of a _____.
A.pivot question
B.filter question
C.double-barreled question
D.split-ballot technique
The logical process of establishing a general proposition on the basis of observation of
particular facts is known as _____.
A.deductive reasoning
B.generalized reasoning
C.inductive reasoning
D.conceptual reasoning
John is measuring the amount of time it takes for people to make a choice between two
options regarding what to select for lunch to infer the strength of their preferences for
one alternative over the other. The recorded choice time is referred to as _____.
A.response lag
B.response interval
C.response latency
D.response bias
_____ gauges emotional reactions as reflected in physiological changes in a person’s
voice.
A.Voice-pitch analysis
B.Vocal cord vibration
C.Vocal spectrum analysis
D.Reverberation analysis
A(n) _____ is a statistical measure of the covariation, or association, between two
at-least interval variables.
A.alpha coefficient
B.beta coefficient
C.correlation coefficient
D.c2
A tabulation of the results of a pretest to help determine whether the questionnaire will
meet the objectives of the research is referred to as _____.
A.preliminary tabulation
B.primary tabulation
C.initial tabulation
D.back translation
A(n) _____ survey is a self-administered questionnaire posted on a website.
A.e-mail
B.kiosk
C.Internet
D.electronic
Which element of a research report should state the title of the report, for whom the
report is prepared, by whom it was prepared, and the date of releases or presentation?
A.preamble
B.appendix
C.letter of transmittal
D.title page
Mark is currently conducting research studies for Enterprise and Avis, two national
rental car companies. In fact, Mark has conducted studies for two other rental car
companies in the past five years. Mark’s actions represent a potential _____.
A.illegal situation
B.advocacy situation
C.push poll
D.conflict of interest
An analysis that compares the answer to the question: “How important is each of these
attributes to you for an overnight delivery service?” (e.g. on-time delivery, accurate
invoicing, price, and so forth) when comparing several delivery service companies with
a rating scale that rates these companies on the quality of their service on these same
attributes is known as a(n) _____.
A.moderator analysis
B.contingency analysis
C.importance-performance analysis
D.index analysis
When an interviewer asks the respondent to state which of six salary categories
represents his gross income the previous year, this is an example of a(n): _____.
A.unstructured question
B.social desirability question
C.structured question
D.disguised question
Timely data are the most current data.
A sampling procedure that assures each element in the population of an equal chance of
being included in the sample is called _____.
A.simple random sampling
B.primary random sampling
C.primary sampling
D.stratified sampling
When J.D. Power and Associates sells the results of its research studies on new-car
satisfaction to automobile producers, J.D. Power is acting as a _____.
A.pseudo-research supplier
B.syndicated service
C.cross-functional team
D.custom research supplier
A data processing input device that reads material directly from mark-sensed
questionnaires is called a(n) _____.
A.direct-entry mode
B.verified entry system
C.tabulation scanning system
D.optical scanning system
For mail surveys, the time period between the first mailing and the cut-off date after
which no additional surveys will be analyzed is typically about _____.
A.1 week
B.2-3 weeks
C.4-5 weeks
D.6-8 weeks
When amazon.com recommends books for purchase when a customer who has ordered
books from Amazon previously returns to the site, this is an example of _____.
A.push technology
B.electronic data interchange
C.pull technology
D.a URL
When a Ford Motor Co. dealer in St. Louis tries to reduce his inventory of new cars by
offering “two free tickets on American Airlines to anywhere American Airlines flies
within the continental United States” to anyone who purchases a new car in February,
this is an example of a(n) _____.
A.one-shot design
B.pretest-posttest control group design
C.Solomon four-group design
D.posttest-only control group design
A bivariate statistical technique that is used to measure the strength of the relationship
between two variables is called a _____.
A.one-group t-test
B.two-group t-test
C.measure of association
D.correlation matrix
How can a researcher create a composite scale with factor results?
A.The researcher can select the items with high R2 values and average them to form a
composite scale.
B.The researcher can sum the variables with high loadings on a factor to create a
summated scale.
C.The researcher can sum the variables with high VIF values on a factor to create a
summated scale.
D.The research can sum the items with high commonality values on a factor to create a
summated scale.
When subjects in all experimental groups are exposed to identical conditions except for
the differing experimental treatments, this is called _____.
A.the Hawthorne effect
B.confounding
C.constancy of conditions
D.compounding
Which of the following represents a blend of previous experience, insight, and data that
forms organizational memory?
A.data
B.knowledge
C.market intelligence
D.information
Dividing a data set into two categories by placing respondents below the median in one
category and respondents above the median in another is called a(n) _____.
A.median split
B.mediation
C.elaboration analysis
D.bimodal split
Another name for data transformation is _____.
A.index analysis
B.data conversion
C.quadrant analysis
D.data exchange
Most exploratory research designs produce qualitative data.
In which experimental research design does each subject receive only one treatment
combination?
A.within-subjects design
B.between-subjects design
C.squared-subjects design
D.independent-subjects design
Which of the following obtains data by observing and analyzing the contents of
advertisements, newspaper articles, television programs, websites, and the like?
A.contrived analysis
B.content analysis
C.indirect analysis
D.response latency 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?
A.contrived analysis
B.content analysis
C.indirect analysis
D.entrapment
Fixed-alternative questions should have a category for every respondent among the
response categories, which means the alternatives should be _____.
A.totally exhaustive
B.postively balanced
C.mutually exclusive
D.loaded
Methods in which research respondents do not have to be disturbed for data to be
gathered are referred to as _____ methods.
When respondents are asked to choose among four brands of detergent in such a way
that they are asked to select the brand they prefer when each brand is compared with
each other brand, this is a type of ______ measurement.
_____ reasoning establishes a general proposition on the basis of observation of
particular facts.
A carefully controlled study in which the researcher manipulates a proposed cause and
observes any corresponding change in the proposed effect is called a(n) _____.
Highly opinionated respondents may create _____ bias because they are more likely to
respond to surveys.
A general term representing how well some computed table or matrix of values matches
some population or predetermined table or matrix of the same size is _____.
When the presence of an observer is known to the subject, this is called ______
observation.
The technique use in regression analysis that guarantees that the resulting straight line
will produce the least possible total error in using X to predict Y is called the _____
method.
The two purpose of theory are understanding and _____.
When a researcher needs to compare means for a variable grouped into two categories
based on some less-than interval variable, a(n) _____ test is appropriate.
In consulting, the term _____ is often used to describe the objectives to a research
client.
A researcher is using income, education, and zip code as an indication of social class.
This process of identifying the actual measurement scales to assess social class is called
_____.
A computerized directory that allows users to search the World Wide Web for
information based on a keyword search is called a(n) ______.
When an organization’s research department refers to the managers for whom it is
performing research services, it is common to refer to the manager as the department’s
______.
A(n) _____ scale is similar to a semantic differential except that it uses numbers,
instead of verbal descriptions, as response options to identify response positions.