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The first step in the data mining process is to _____.
A.identify relationships within the data
B.modify or transform data
C.decide between census data and sample data
D.develop a model to explain the data relationships
E.test the model's accuracy
A _____ is the total collection of elements about which the researcher wishes to make
inferences.
A.population
B.target population
C.population element
D.sampling frame
E.sample
Which method of rotation should be used when the factors are correlated?
A.Orthogonal rotation
B.Oblique
C.Varimax
D.Syntimax
E.Exploratory
All of the following question types are asked of the survey participant except _____.
A.classification questions
B.target questions
C.supervisory questions
D.administrative questions
E.disguised questions
Which type of error is also known as alpha?
A.Type I error
B.Type II error
C.Beta error
D.Standard error
E.Demand error
When using the _____ projective technique, participants are presented with scents,
textures and sounds, and asked to arrange them by one or more criteria.
A.brand mapping
B.sensory sorts
C.thematic apperception test
D.component sorts
E.laddering
Northwest Airlines applied mathematical models to determine which customers in its
database were currently responsible for most of its profitability and which customers
were not currently profitable but had similar characteristics to the most profitable
customers. Northwest Airlines utilized _____ to identify these customers.
A.computer programming
B.data warehousing
C.customer relationships management
D.data mining
E.intervention
Jane took on a second-shift as observer in the observation study of restaurant patrons.
As she becomes fatigued, _____ is more likely to occur.
A.observer drift
B.groupthink
C.devil's advocate
D.halo effect
E.self-serving bias
Longitudinal studies of cohort groups _____.
A.study the same people over time
B.use panel members as participants
C.study attitudes at a single point in time
D.use different participants for each sequenced measurement
E.occur under actual environmental conditions
Which form of nondisclosure involves protecting the purpose of the study or its details?
A.Purpose nondisclosure
B.Findings nondisclosure
C.Identity nondisclosure
D.Sponsor nondisclosure
E.Facts nondisclosure
In a question related to approval of President George W. Bush's plan to save social
security, the interviewer asks, "Don't you agree that something must be done to save
social security?" This question suffers from _____.
A.sensitive information
B.double-barreled question
C.biased wording
D.frame of reference
E.recall and memory decay
Which term below refers to an event, act, characteristic, trait, or attribute that can be
measured and to which we assign categorical values?
A.Construct
B.Concept
C.Variable
D.Schema
E.Model
Brittany is developing a sampling plan for a study of alcohol consumption among
college students at Metro University. She wants to ensure that students from each class
level are represented. She also wants to be able to compare students who are members
of Greek organizations to non-Greeks. Finally, she wants to consider patterns by gender.
Brittany plans to cross-reference Metro University's student directory with membership
lists from each Greek organization on campus to develop a sampling frame.
If Brittany drew a sample of class locations (buildings and classrooms) on campus, and
then sampled all of the students in those buildings, what type of sampling technique
was employed?
A.Convenience
B.Simple random
C.Area
D.Quota
E.Systematic
_____ are summary descriptors of variables of interest in the population.
A.Sample statistics
B.Population parameters
C.Systematic estimates
D.Standard errors
E.Standardized coefficients
A _____ is a scheme for assigning numbers of symbols to represent aspects of the event
being measured.
A.measurement tool
B.mapping rule
C.ruler
D.scale
E.property
True experimental designs differ from pre-experimental designs in that _____.
A.true experimental designs use random assignment
B.pre-experimental designs include the use of a control group
C.pre-experimental designs include the use of pre-tests
D.true experimental designs include multiple treatment groups
E.pre-experimental designs have fewer threats to internal validity
All of the following components are included in the overview section of a research
report except _____.
A.problem background
B.findings from secondary sources
C.research design
D.procedures
E.recommendations
When developing a questionnaire, if the researcher is asking him/herself if the word
means what he/she intended; if it has any other meanings; if the word has more than
one pronunciation; or if a simpler phrase is suggested then, he/she is probably
concerned with _____.
A.avoiding leading questions
B.avoiding double-barreled questions
C.choosing shared vocabulary
D.personalizing the questionnaire
E.providing a frame of reference
Rachel is conducting telephone interviews for Blockbuster on perceptions of its new
"No Late Fees" program. When she interviews customers of the NetFlix service, she
tends to change the wording of the question, "How loyal are you to using Blockbuster
for your DVD rental needs?" to "So you aren't loyal to Blockbuster, are you?" Which of
the following sources of error in communication research is present in this example?
A.Measurement questions
B.Observers
C.Interviewers
D.Participants
E.All of the above
A(n) _____ question is one designed to conceal the question's and the study's true
purpose.
A.undisguised
B.disguised
C.unstructured
D.structured
E.projective
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 psychological principle that influences visualization is defined as: your
audience's attention is drawn to large perceptible differences?
A.Principle of discriminability
B.Principle of salience
C.Principle of informative changes
D.Principle of capacity limitations
E.Principle of appropriate knowledge
Which variable listed below is the variable manipulated by the researcher, thereby
causing an effect on another variable?
A.Criterion
B.Mediator
C.Dependent
D.Predictor
E.Moderator
Which term below refers to the individual participant or object on which a measurement
is taken?
A.Population
B.Target population
C.Population element
D.Sampling frame
E.Sample
To ride the roller coaster ride at an amusement park, customers must report their weight
to the ride attendant. Which of the following characteristics are exhibited by weight?
A.Classification only
B.Classification and order
C.Classification, order, and distance
D.Classification, order, distance, and origin
E.Classification, order, distance, origin, and exclusivity
Which of the following questions would be best answered using simple regression?
A.Are consumers' perceptions of quality related to their perceptions of prices when the
effect of brand image is controlled?
B.Can the variation in market share be accounted for by the size of the sales force?
C.Do retailers, wholesalers, and agents differ in their attitudes toward the firm's
distribution policies?
D.How do advertising levels (high, medium, and low) interact with price levels (high,
medium, and low) to influence brand sales?
E.What factors can be thought of as being related to service quality as opposed to
product satisfaction?
Which of the following is a type of behavioral observation?
A.Nonverbal behavior
B.Linguistic behavior
C.Activity observation
D.Extralinguistic behavior
E.Spatial behavior
Visionary decision makers tend to base business decisions on _____.
A.proprietary business research
B.instinct
C.secondary data
D.past experience
E.all of the above
Which type of management question asks "What do we want to achieve?"
A.Choice of purpose
B.Evaluation of solutions
C.Troubleshooting
D.Control
E.Concern
Planning the research design involves decisions regarding _____.
A.data collection mode
B.type of study
C.measurement
D.sampling plans
E.all of the above
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
The ratio of participants who decline the interview to all eligible contacts is the _____
rate.
A.nonresponse
B.noncontact
C.incidence
D.refusal
E.reachable
