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Which of the following is an example of an after-only case study 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
Surveys are used in _____ research studies.
A.monitoring
B.communication
C.observation
D.behavioral observation
E.nonbehavioral observation
Phoebe is working at a call center for a research company. She has a carrel with a
personal computer that is networked to the phone system and to the central data
processing unit. The computer selects telephone numbers, dials each number, and
accepts responses as Phoebe enters what the respondents tell her. A software program
prompts her with each question and precoded response options. Phoebe is collecting
data using _____.
A.computer-assisted telephone interviewing
B.OTS software
C.computer-administered telephone surveys
D.computer-delivered surveys
E.computer-assisted personal interviewing
What type of questions identifies the participant, interviewer, interview location, and
conditions?
A.classification questions
B.Target questions
C.Administrative questions
D.Structured questions
E.Supervisory questions
Which type of rater error occurs when a participant is reluctant to give extreme
judgments?
A.Error of leniency
B.Error of central tendency
C.Halo effect
D.Demand effect
E.Socially desirable responding
An ordinal scale contains _____.
A.mutually exclusive and collectively exhaustive categories as well as the property of
order, but not distance or unique origin
B.the properties of order, classification, and equal distance between points but no
unique origin
C.mutually exclusive and collectively exhaustive categories, but without the properties
of order, distance, and origin
D.the properties of classification, order, equal distance, and unique origin
E.the four major sources of error
Which of the following can not be thought of as variables?
A.Events
B.Acts
C.Characteristics
D.People
E.All of the above can be thought of as variables
All of the following are contained in a frequency table except _____.
A.lowest value
B.percent
C.count
D.cumulative percent
E.quartile indicators
Which two sampling techniques employ subpopulations as a component of the selection
criteria?
A.Simple random, systematic
B.Systematic, stratified
C.Stratified, cluster
D.Quota, cluster
E.Quota, snowball
Mike resents getting calls from telemarketers and pollsters. A research firm called
yesterday to question him concerning his preference for radio stations. When Mike was
asked to report his household income, he inflated his income to the highest range
offered. He also misreported his age and occupation. Which of the following sources of
error in communication research is presented in this example?
A.Measurement questions
B.Observers
C.Interviewers
D.Participants
E.All of the above
What are the three types of learners?
A.Learners in small, large, and research presentation audiences
B.Visual, auditory, and media-savvy
C.Rule of thirds-type learners
D.Visual, auditory, and kinesthetic
A tentative descriptive statement of the relationship between the variables is called a(n)
_____.
A.research question
B.postulation
C.hypothesis
D.educated guess
E.theory
Which of the following statistical techniques identifies patterns underlying
combinations of the original variables capable of summarizing the original set?
A.Factor analysis
B.Multivariate analysis of variance
C.Cluster analysis
D.Multidimensional scaling
E.Discriminant analysis
The interactions between two sets of variables may reflect relationships that are
A.Symmetrical
B.Reciprocal
C.Asymmetrical
D.All of the above
Inducements offered to participants as encouragement to participate in research that are
disproportionate to the task are considered _____.
A.persuasive
B.informative
C.appropriate
D.coercive
E.illegal
Which statistic below is a measure of how well the frequencies of one nominal variable
predict the frequencies of another variable?
A.Cramer's V
B.r2
C.
D.
E.
If a difference is not caused only by random sampling fluctuations, it is said to have
_____.
A.resistance
B.statistical significance
C.substantive significance
D.reasonable doubt
E.practical significance
The ability for an observer to extract the most from an observation study is most
associated with the observer's level or degree of _____.
A.concentration
B.detail-orientation
C.experience
D.distinctiveness
E.enthusiasm
A _____ study combines one or a few questions from several business decision makers
who need information from the same population.
A.syndicated
B.proprietary research
C.omnibus
D.sampling
E.full-service
A URL is?
A.Unique Remote Location where a data mart is located
B.An unauthorized Internet user
C.Internet address where a document, database, or image is located
D.Internet dedicated client server station
Which of the following best explains the meaning of the 80/20 rule?
A.80% of quality defects are caused by 20% of problems
B.An 80% improvement in performance can be expected by eliminating 20% of the
causes of poor performance
C.20% of sales are generated by 80% of customers
D.The benefits of performance increases accrue to 20% of people
E.All of the above are interpretations of the 80/20 rule
What type of measure is Spearman's rho?
A.Chi-square statistic
B.Correlation coefficient
C.Measure of variance
D.Measure of error
E.Measure of skewness
What type of measurement question is designed to establish rapport with the
participant?
A.Screen
B.Branch
C.Target
D.Buffer
E.Administrative
The process of stating the basic dilemma and then developing other questions by
progressively breaking down the original question into more specific ones is called the
_____.
A.research question
B.management-research-question hierarchy
C.management dilemma
D.management question
E.investigative question
Mary is developing an outline for a research report. She is using complete sentences to
express the essential thoughts associated with each topic. What type of outline is Mary
using?
A.Topic outline
B.Bullet outline
C.Sentence outline
D.Paragraph outline
E.List outline
An advertisement for the drug, PLAVIX, states the following: " 'if you've been
hospitalized for heart-related chest pain or a certain type of heart attack.' Doctors call
these conditions ACS, or Acute Coronary Syndrome. You can do more to help protect
yourself against a future heart attack or stroke - ask your doctor about adding PLAVIX.
For most, heart attack or stroke is caused when platelets form clots that block the flow
of blood to the heart or brain. Think aspiring and other heart medications alone are
enough? Adding PLAVIX could help protect you against a future heart attack or stroke.
PLAVIX, added to aspirin and your current treatment, helps raise your protection
against a future heart attack or stroke. Prescription PLAVIX and your other medications
work in different ways. Adding PLAVIX can go beyond your current treatment.
PLAVIX, taken with aspirin, plays its own role in keeping platelets from sticking
together and forming clots - which helps keep blood flowing. Talk to your doctor about
PLAVIX."
In a content analysis of the PLAVIX advertisement, the words "adding" or "added" are
used four times and the phrase "heart attack" is used five times. These are _____ units
in our analysis.
A.syntactical
B.referential
C.propositional
D.thematic
E.semiotic
RFID data refers to data captured using _____.
A.radio frequency identification chips
B.infrared technology
C.global positioning systems
D.mapping
E.optical mark recognition software
Which of the following guidelines must be followed in the development and use of
coding rules?
A.Categories within a single variable must be appropriate
B.Categories within a single variable must be exhaustive
C.Categories within a single variable must be mutually exclusive
D.Categories must be derived from one classification principles
E.All of the above
What percentage of respondents is contacted typically during data validation?
A.10%
B.15%
C.25%
D.33%
E.40%
The use of a replication in experimentation _____.
A.provides for the manipulation of the IV
B.serves as a comparison to assess the manipulation
C.minimizes the cost of experimentation
D.allows for discovery of the average effect of the IV in different situations
E.increases generalizability of results
Which variable in an experiment is manipulated by the researcher?
A.Dependent variable
B.Extraneous variable
C.Moderating variable
D.Independent variable
E.Mediating variable
A two-way ANOVA differs from a one-way ANOVA in that _____.
A.Post hoc comparisons are completed as a part of the initial test
B.It requires an assumption of normality
C.It examines possible interaction effects among two independent factors
D.It examines possible interaction effects among two or more dependent variables
E.It allows an examination of ordinal data
