________ are data obtained by passing merchandise over a laser scanner that reads the
UPC code from the packages.
A) Scanner data
B) Secondary data
C) Qualitative data
D) Modular data
E) Cashier data
An unproven statement or proposition about a factor or phenomenon that is of interest
to the researcher is called a(n) ________.
A) situation
B) incident
C) hypothesis
D) theory
E) relationship
The disadvantages of using mail interviews to collect research data include all of the
following EXCEPT:
A) high interviewer bias.
B) limited to simple questions.
C) low sample control for cold mail.
D) no control of environment.
E) low speed.
Permissible statistics for interval scaled data include all of the following EXCEPT:
A) range.
B) mean.
C) standard deviation.
D) mode.
E) All of the above are permissible.
A ________ is a representation of the elements of the target population, which consists
of a list or set of directions for identifying the target population.
A) sampling frame
B) census tract
C) sampling unit
D) hypothesis
E) geodemographic template
The two factors that affect the task of interviewing a much larger number of
respondents than originally anticipated to achieve the desired net sample are ________
and ________.
A) standard rate; incidence rate
B) incidence rate; completion rate
C) completion rate; random rate
D) random rate; standard rate
E) tolerance rate; error rate
Scanner data where panel members are identified by an ID card allowing each panel
member’s purchases to be stored with respect to the individual shopper are referred to as
________.
A) scanner panels with cable TV
B) volume tracking data
C) scanner panels
D) none of the above
________ is defined as the error due to the interviewer’s failure to follow the correct
interviewing procedures.
A) Social desirability
B) Nonresponse error
C) Interviewer bias
D) Response rate
E) The fundamental attribution error
Which of the following describes the projective technique in which the respondent is
presented with a stimulus and asked to respond with the first thing that comes to mind?
A) association technique
B) completion technique
C) construction technique
D) expressive technique
E) evaluation technique
Poor response rates and the potential for interviewer bias are disadvantages of using
mall intercept interviews to collect research data.
________ is the extent to which differences in observed scale scores reflect true
differences among objects on the characteristic being measured, rather than systematic
or random errors.
A) Reliability
B) Validity
C) Effectiveness
D) Consistency
E) Substantive difference
A ________ is a cross-tabulation table that contains a cell for every combination of
categories of the two variables.
A) t-test table
B) hypothesis table
C) contingency table
D) chi square table
E) categories table
A(n) ________ is a plot of the values of two variables for all the cases or observations.
A) scatter diagram
B) regression line
C) covariance chart
D) distribution curve
E) observational plot