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In simple random sampling, every population unit has an equal chance of being chosen.
a. True
b. False
Observational data have the advantage over communication data in which of the
following categories?
a. Objectivity, cost, and speed
b. Objectivity and accuracy
c. Objectivity and speed
d. Speed and versatility
e. Cost and versatility
An analyst wishes to combine the information illustrated by six annual pie charts of
market share for four categories of automobile manufacturers. Which of the following
is the most appropriate chart for this purpose?
a. Stacked line chart
b. One-scale bar chart
c. Histogram
d. Aggregate pie chart
e. Line chart
Which of the following are disadvantages of observation in a contrived setting?
a. Speeds data collection.
b. Produces lower-cost research.
c. Allows more objective measurements.
d. External validity is threatened.
e. Internal validity is threatened.
Which of the following statements concerning response errors is FALSE?
a. Respondents who understand a question may not always provide a truthful answer to
the question.
b. It is possible that a respondent may understand a question correctly but not actually
know the answer to the question.
c. Providing a "don't know" response category will often create difficulties in data
analysis.
d. Pre-testing the questionnaire with members of the relevant population is generally
not effective at eliminating problems due to respondents misunderstanding
questionnaire items.
e. All of the above statements are true.
The most common approach to measuring attitudes is to obtain self-reports from
respondents.
a. True
b. False
36.Which of these contribute to the nonresponse bias in a telephone survey?
a. 1, 2
b. 1, 2, 3
c. 3, 4
d. 2, 4
e. 1, 2, 3, 4
Concerning a laboratory experiment, which statement is INCORRECT?
a. It is more internally valid than a field experiment.
b. It affords the researcher greater control than a field experiment.
c. It better eliminates confounding factors than a field experiment.
d. It involves less environmental control than a field experiment.
e. It has less external validity than a field experiment.
Percentages are always calculated in the direction of the causal variable.
a. True
b. False
Which of the following would find NO reason to use marketing research?
a. A large state supported university.
b. A small landscaping company in a small town.
c. A police department of a large metropolitan city.
d. A company like Proctor and Gamble that manufacturers consumer goods. e. All of the
above would find some reason to use marketing research.
Effective strategy(ies) to increase initial response rates is(are)
a. ask respondent to complete a simple task at the beginning.
b. offer respondents money for cooperation.
c. use a good quota sampling plan.
d. Both a and b.
e. a, b, and c.
Observation in a laboratory (as opposed to natural) setting has the advantage of
____________
a. Behavior is less restricted.
b. Fewer tabulation and analysis problems.
c. Better control of extraneous influences.
d. Greater external validity.
e. A laboratory setting possesses no advantages over a natural setting.
It's important to decide on a method of administration as early as possible, because
choice of method will influence
the number and types of questions, wording and response categories, question
sequencing and so forth.
a. True
b. False
