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A communication approach to data collection involves _____.
A. observing behavior
B. recording trace evidence
C. surveying people
D. data mining
E. linguistic behavior analysis
Consider the following survey question and response categories: Where do you like to
go on vacations? Check all that apply. The response options are 1) beach, 2) spa, 3)
adventure, 4) big city, 5) foreign travel, 6) cruise.
What type of data results from the vacation question?
A. Interval
B. Nominal
C. Ordinal
D. Ratio
Which of the research questions/hypotheses below is best answered using
cross-tabulations?
A. What percentage of men and women prefer brand A over brand B?
B. What percentage of residents shop at the local grocery store?
C. Is brand loyalty related to brand image?
D. What happens to sales when prices drop?
E. Where do most of our consumers live?
The vertical axis on a histogram indicates the _____.
A. number of observations in each interval
B. midpoint for each interval
C. variable of interest
D. cumulative percent
E. valid percent
Surveys conducted via the Internet reduce costs by eliminating the costs associated with
_____.
A. interviewers
B. postage
C. data entry
D. printing
E. all of the above
All of the following types of techniques are useful for data reduction except _____.
A. factor analysis
B. multivariate analysis of variance
C. cluster analysis
D. multidimensional scaling
E. all are useful for data reduction
A researcher should consider answers to all of the following questions except _____
when selecting a particular test of significance.
A. how many samples are involved in the test?
B. are the samples related?
C. what type of data is involved?
D. what is the level of significance?
E. all of the above should be addressed
Which of the following is an example of a post-test only control group experimental
design?
A. Store traffic is measured following the announcement of a clearance sale
B. Store traffic is measured; a sale is announced; store traffic is measured again
C. People who saw an ad are compared to people who didn't see the ad on their attitude
toward the brand
D. Random assignment is used to divide participants into the control and experimental
groups; a control group responds to a pre-test on brand preferences and a post-test; an
experimental group responds to a pre-test, is exposed to a commercial for the brand,
and responds to a post-test
E. Random assignment is used to divide participants into control and experimental
groups; the experimental group is exposed to a commercial and then attitude toward the
brand is measured; attitude toward the brand is also measured for the control group
Measures that are resistant are _____.
A. inappropriate for statistical analysis
B. corrupted with measurement bias
C. based on nominal scales
D. able to resist influence of extreme values
E. sensitive to localized data
Field editing is necessary to _____.
A. send data back to the analysis team each day
B. elaborate on abbreviations commonly used during field work
C. validate that interviews took place
D. screen for qualified respondents
E. all of the above
The question, "do our conclusions about a demonstrated experimental relationship truly
imply causality?" is addressed by degree of _____ associated with the experiment in
question.
A. internal validity
B. external validity
C. reliability
D. statistical significance
E. substantive significance
Which of the following is not a common research process problem?
A. Politically motivated research
B. Database strip-mining
C. Unresearchable questions
D. Ill-defined management problems
E. Pilot testing
_____ tests are hypothesis testing procedures that assume that the variables are
measured on a nominal or ordinal scale.
A. Parameter
B. Parametric
C. Nonparametric
D. Resistant
E. Type I
In what section of a written research report are complex tables, statistical tests, and
supporting documents placed?
A. Introduction
B. Findings
C. Methodology
D. Recommendations
E. Appendix
The U.S. News and World Report is assessing the reliability of its measure of academic
reputation used in its annual ranking of colleges and universities. To do so, it
administers the same questions on academic reputation to its sample of academic
administrators in March and again in June.
If the U.S. News and World Report seeks to assess equivalence of alternate forms of
measuring academic reputation, it should utilize a _____ type of test.
A. test-retest
B. Cronbach's alpha
C. parallel forms
D. split-half
E. KR20
If a _____ sampling design is chosen, the process for choosing the sample must give
every person within the target population a known nonzero chance of selection.
A. census
B. judgment
C. nonprobability
D. probability
E. primary
Which of the following is true of structured interviews?
A. Permits direct comparability of responses
B. Encourages variation in questions
C. Interviewer probes may bias answers
D. Responses are closed-ended
E. All of the above
An experimental study is one that _____.
A. attempts to capture a population's characteristics by making inferences from a
sample's characteristics and testing resulting hypotheses
B. involves manipulation of one or more variables to determine the effect on another
variable
C. discovers answers to the questions who, what, when, where, or how much
D. attempts to reveal why or how one variable produces changes in another
E. provides repeated measures over an extended period of time
Which of the following qualifications is desirable for individuals working as observers
in observation studies?
A. Concentration
B. Unobtrusive
C. Experienced
D. Detail-oriented
E. All of the above
Questions that the researcher must answer to satisfactorily arrive at a conclusion about
the research question are called _____ questions.
A. management
B. research
C. investigative
D. measurement
E. hypothetical
_____ describes how scores cluster or scatter in a distribution.
A. Mode
B. Mean
C. Median
D. Dispersion
E. Range
To estimate the accuracy of predicted values, Y, found in bivariate regression, it is
useful to calculate the _____, the standard deviation of the actual Y values for the
predicted Y values.
A. coefficient of determination
B. standard error of the estimate
C. covariance
D. standard error
E. sum of squares
When making an oral research report, the speaker should ____.
A. vary the volume, pitch, voice quality, articulation, and pace of speaking
B. memorize the speech
C. begin with recommendations
D. be comfortable enough with the material to "wing it"
E. speak quickly
When a business research firm provides both quantitative and qualitative methodology
expertise and conducts all phases of research from planning to execution and reporting,
the firm is considered a(n) _____ firm.
A. internal
B. interactive
C. proprietary
D. omnibus
E. full-service
The procedures used in the research are specified in the _____ section of a research
report.
A. problem statement
B. research design
C. limitations
D. findings
E. conclusions
Which of the following is true of the video camera and audio recorder as mechanical
devices for the recording of behaviors?
A. They cannot be used in natural settings
B. They can generate descriptions of behaviors, but not counts or frequencies of
behaviors
C. They can record nonbehavioral observations
D. They are used extensively in retail customer tracking studies
E. They are inferior to studies involving extralinguistic analysis
Jacob is writing a report on a study of how store traffic changes based on the weather
among senior citizens in Florida. Which title below is most appropriate?
A. An investigation into the effects of weather on store traffic among senior citizens in
Florida
B. Store traffic and weather effects
C. Driving patterns among seniors in Florida
D. The weather effect
E. State-based investigation of weather and store traffic
The _____ is a statistic summarizing the strength of association between two metric
variables.
A. regression analysis
B. partial correlation coefficient
C. ANOVA
D. product moment coefficient
E. gamma
Which of the following hypotheses is a one-tailed test?
A. Hybrid cars get better gas mileage than traditional cars
B. There is a difference in the gas mileage of cars and trucks
C. There is no difference in gas mileage among two-door and four-door vehicles
D. There is a relationship between the number of miles to one's job and the gas mileage
associated with his or her chosen car
E. All of the above are one-tailed tests
Which of the following terms refers to the variation in measures due to some known or
unknown influence that causes the scores to skew in one direction or another?
A. Precision
B. Standard error
C. Systematic variance
D. Sampling error
E. Random error
Which of the following is an advantage of using an omnibus study?
A. Ability to reach a convenience sample of consumers
B. Cost of less than $2000 per question
C. Ability to receive full-service research services
D. Ability to receive results in 24-48 hours
E. All of the above
When the groups are mutually exclusive and collectively exhaustive, nominal scales
must be limited to _____ groups.
A. two
B. three
C. five
D. ten
E. there is no limit
