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Sam's Club installed self-checkout stations that can track not only member's purchases
but also packaging problems, as the system uses universal product codes to match the
item the shopper has in their cart with its price and inventory level in the store,
generating a spreadsheet style report for the researcher. If you consider the scanner as
the tool for collecting data for Sam's researchers, they are doing data entry by ____.
A. Spreadsheet
B. Optical Character Recognition
C. Field editing
D. Voice Recognition
E. None of the above
Where in a survey should personal or potentially sensitive questions be placed?
A. At the beginning
B. In the middle
C. Near the end
D. After screen questions
E. It doesn't matter
Dichotomous questions are appropriate when ___.
A. Respondent defines answer choices as mutually exclusive
B. Respondent would clarify their choice (e.g. under specific conditions, A; other
conditions, B, etc.)
C. Respondent doesn't have a clear choice among the answer choices
D. Respondent views answer choices as too extreme
Jack is participating in a research study. The interviewer asks Jack to say the first word
that comes to mind when he hears a product's benefits. What type of projective
technique is this an example of?
A. Thematic apperception test
B. Sentence completion
C. Brand mapping
D. Laddering
E. Word association
The role of a model is to _____ while a theory's role is to _____.
A. represent; explain
B. explain; represent
C. propose; prove
D. describe; predict
E. examine; experiment
Which psychological principle influences visualization?
A. Principle of capacity limitations.
B. Principle of irrelevance
C. Principle of small change
D. Principle of remote organization
The _____ measures the association between two variables after controlling or
adjusting for the effects of one or more additional variables.
A. regression analysis
B. partial correlation
C. ANOVA
D. product moment correlation
E. gamma
Hilton Hotels wishes to conduct a study on the determinants of brand loyalty among
Hilton Hotel customers. The Hilton organization estimates that 10% of its 2, 600,000
Hilton Honors club members are loyal to the Hilton brand wherever they travel.
However, the remaining members may choose other hotel brands at times. The
organization wants to understand how to increase loyalty among the other 90% of club
members.
In the Hilton example, the individual club members represent the _____.
A. population
B. sample
C. sample frame
D. population element
E. census
A means of support in a research presentation that enhances ethos is:
A. Testimony/Expert opinion
B. Statistics
C. Specific instance
D. Metaphor
Non-standardized, exploratory observation practices are known as ______.
A. indirect observation
B. systematic observation
C. simple observation
D. nonverbal observation
E. none of the above
The recording of how humans physically relate to one another is called _____
observation.
A. nonverbal
B. linguistic
C. spatial
D. mechanical/digital
E. temporal
Specialty research suppliers who provide the screening and recruiting of probability
samples for a wide range of survey studies are called _____.
A. sampling specialists
B. field business specialists
C. headhunters
D. screeners
E. syndicators
Bill often feels insecure about how others view him. To increase his feelings of
self-esteem, Bill often buys expensive, luxury items. Self-esteem is an example of a
_____.
A. construct
B. fact
C. concept
D. theory
E. model
Four admonitions essential for oral research presentationsand presentations in
generalinclude _____.
A. avoid keeping your hands at your sides, being animated and lively, leaning forward,
and slow speaking rates
B. use statistics, testimony, expert opinion, narration
C. be conscious of eye contact, gestures, body orientation, and paralanguage
D. develop your logical proof around facts, examples, specific instances, and pathos
On a survey of how students spend their time, one question asks, "Which of the
following best describes your employment status?" The response options provided are
1) not employed, 2) employed part-time, 3) employed full-time, 4) full-time student,
and 5) other.
Which of the following code descriptions is most appropriate for the employment status
question?
A. 1 = not employed, 2 = employed part-time, 3 = employed full-time, 4 = full-time
student, 5 = other, 9 = missing
B. 1 = checked, 0 = not checked
C. 1 = not employed, full-time student, 2 = employed full-time, 3 = employed part-time,
full-time student, 4 = not employed, other, 5 = other
D. All of the above are correct
E. None of the above are correct
_____ is said to denote observations and propositions based on sensory experience
and/or derived from such experience by methods of inductive logic.
A. Empiricism
B. Scientific management
C. Exposition
D. Deduction
E. Propositional research
If one selects a sample by beginning with a random start of an element and then
selecting every kth element in the frame for inclusion in the sample, which type of
sampling method is being used?
A. Simple random
B. Systematic
C. Cluster
D. Stratified
E. Double
Reducing data to a manageable size, developing summaries, and applying statistical
techniques are all aspects of _____.
A. sampling
B. data collection
C. pilot testing
D. data analysis
E. data transformation
A codebook generally contains all of the following information except _____.
A. variable number
B. record number
C. code description
D. instructions for coding
E. variable name
David's Bridal is conducting a survey of the trends in dress preferences among women
who will marry sometime in the next 12 months. Questionnaires were mailed to
100,000 women but only 1,000 responded resulting in a response rate of 1%. This study
is threatened by _____.
A. nonresponse error
B. response error
C. sampling error
D. measurement error
E. coverage error
Researchers at shipping giant Federal Express want to study delivery patterns and their
relationship to customer complaints. Federal Express uses a system that electronically
tracks packages from the time a label is printed until it is delivered and a customer
completes a satisfaction survey. Researchers could access this data by using _____.
A. Content Analysis
B. Bar codes
C. Field editing
D. Voice Recognition
E. None of the above
A factory was experiencing a disproportionately large number of defects coming from a
particular machine and chose to research the problem by dismantling the equipment to
evaluate measures of wear on its various parts. This is an example of ______.
A. direct observation
B. linguistic behavior
C. physical traces
D. verbal observation
E. None of the above
Where can researchers observe consumer behavior without infringing upon individual
rights to privacy?
A. Homes
B. Hotel rooms
C. Doctors' offices
D. Shopping malls
E. Lawyer offices
Which of the following symbols is used to reflect the measure, lambda?
A.
B.
C.
D.
E.
The probability of observing a sample value as extreme as, or more extreme than, the
value actually observed, given that the null hypothesis is true is called the _____.
A. level of significance
B. critical value
C. t statistic
D. p value
E. alpha
The study of the use of space is called _____.
A. kinesics
B. proxemics
C. methodology
D. linguistics
E. feng shui
Calendar time is expressed on a(n) _____ scale while minutes, hours, and days are
expressed on a(n) _____ scale.
A. nominal; ordinal
B. ordinal; interval
C. interval; ratio
D. ordinal; ratio
E. nominal; interval
The random digit dialing (RDD) technique used commonly in conjunction with CATI
studies is based on _____ sampling.
A. simple random
B. systematic
C. stratified
D. cluster
E. double
The most extensive discussion of the methodology used in the study will appear in a
_____ style of written research report.
A. memo
B. letter
C. short technical
D. long management
E. long technical
