Which type of sampling process allows you to confidently generalize the research
findings to the population from which the sample was drawn?
A) Convenience sampling
B) Probability sampling
C) Nonprobability sampling
D) Snowball sampling
E) Quota sampling
Peg gives everyone participating in an experiment a pretest which measures attitudes
toward the brand. When she examines this data, she notices problems with several of
the questions. She revises these questions prior to their use on the post-test. This change
could result in ________ threats to internal validity.
A) Interaction
B) Testing
C) Instrumentation
D) Historical
E) Researcher bias
According to the text, a well written target definition ________ describes the group of
interest and clearly differentiates those things or individuals of interest from those
which are not of interest.
A) ambiguously
B) unambiguosly
C) creatively
D) inventively
E) fashionably
Consider the Mediamark (MRI) data shown below.
What percent of Fident users are women?
A) 6.1%
B) 63.2%
C) 121%
Which form of nonprobability sampling selects study participants based on an expert’s
expertise regarding who might be best to interview?
A) Convenience
B) Judgment
C) Quota
D) Snowball
The name of Gallup & Robinson’s copy testing service is:
A) Inteletest
B) Copy Test 1000
C) Copy Intelligence
D) CreativeSelect
E) SmartChoice
Consider the groups shown below.
– respondents
– management and clients
– society as a whole
– research suppliers
Researchers have an ethical responsibility to how many of these groups?
A) 0
B) 1
C) 2
D) 3
E) 4
Primary data should be the starting point in the search for secondary data.
The two statements below refer to an alpha level. Which statement is TRUE?
I. An alpha level of .05 must always be used as the cut-off for determining statistical
significance.
II. An alpha level of .05 is a well-accepted, yet arbitrary level for determining statistical
significance.
A) I is true
B) II is true
The following two statements refer to subgroup analysis.
I. Subgroup analyses are not necessary when the overall research findings are positive
or reinforce pre-existing beliefs.
II. An analysis of subgroup data often provides deeper insights into data trends.
Which, if any, of these statements is (are) true?
A) I only
B) II only
C) I and II are both true
D) Neither I nor II is true
Imagine that you have a population of 60 individuals and that you want to take a
systematic random sample of 12 members of the population. The skip interval would be
________.
A) 5
B) 8
C) 12
D) 15
________ data recording provides the greatest opportunity for making discoveries in
the field while observation is taking place.
A) Unstructured
B) Passive
C) Structured
D) Serendipitous
A(n) ________ question asks a respondent to reconstruct a routine, procedure, activity
or event that took place at a particular time in his or her life.
A) specification
B) grand tour
C) structural
D) idealization
E) hypothetical-interaction
True experimental designs differ from quasi-experimental designs in that ________
designs use random assignment to groups.
A) true experimental
B) quasi-experimental
You ask 100 individuals what brand of auto they most recently purchased. The results
were:
Present a bar chart that presents this data.
Perceptual maps inform advertisers with regard to the ________ consumers use to
evaluate brands.
A) numeric criteria
B) scale
C) dimensions
D) scope
E) range
On his last exam, Dennis answered 44 questions correctly out of 50 possible. What
percentage of the questions did Dennis answer correctly?
A) 44
B) 64
C) 88
D) 94
Consider the correspondence map shown below.
You have been hired as a consultant to Company G. Which of the following would be
the best recommendation to make?
A) Continue to stress the reliable phones and knowledgeable salespeople
B) Shift emphasis to billing accuracy
C) Shift emphasis to value and works anywhere
________ control refers to the degree to which a researcher is able to monitor
interviewer quality.
A) Administrative
B) Survey
C) Sample
D) Interview
A(n) ________ question informs a researcher as to the relative ordering of items,
although no inferences as to the distances between items can be drawn.
A) Nominal
B) Ordinal
C) Interval
D) Ratio
Respondents may signal a ________ belief through the use of irony, metaphor, or
derisive humor.
A) strongly held
B) confused
C) weakly held
D) nonsensical
E) long-term
The text refers to segmentation research conducted by Forrester Research. This
segmentation divided the population in terms of ________.
A) use of mobile phone applications
B) amount of time spent exclusively on Facebook
C) number of Twitter followers
D) engagement with social technologies and media
E) amount of advertising exposure
Which level(s) of measurement can be used for “determining differences”?
A) ratio only
B) interval and ratio
C) ordinal, interval, and ratio
D) all four levels: nominal, ordinal, interval, and ratio
The two statements below refer to the problem definition review phase of qualitative
data analysis.
I. The problem definition review only involves the moderator and the
individual supervising the research.
II. The outcome of the problem definition review is a list of areas that the analysis
will address and the types of information the analysis will provide.
Which, if any, of these statements is (are) true?
A) I only
B) II only
C) Both I and II are true
D) Neither I nor II are true
________ should be added to the original search phrase in order to increase the chances
of locating additional secondary information.
A) Metaphors
B) Syllogisms
C) Analogies
D) Synonyms
A ________ distribution results in the same value for the mean, median and mode.
A) symmetrical
B) left-skewed
C) right-skewed
The question: “How do perceptions of our brand differ among users and nonusers?” is
most related to what type of research?
A) Market
B) Consumer
C) Creative
D) Media
E) Domain-centered
Premeasurement is closely related to what other threat to internal validity?
A) Interaction
B) Instrumentation
C) Mortality
D) History
E) Researcher bias
The two statements below refer to the data examination phase of qualitative data
analysis.
I. The data examination phase of qualitative analysis requires the analyst to
finalize specific comment codes and classifications.
II. Data coding should always be the first step in the process of data examination.
Which, if any, of these statements is (are) true?
A) I only
B) II only
C) Both I and II are true
D) Neither I nor II are true
Which level(s) of measurement can be used for “putting things in order”?
A) ratio only
B) interval and ratio
C) ordinal, interval, and ratio
D) all four levels: nominal, ordinal, interval, and ratio
The goal in determining sample size is to estimate the ________ sample size that will
provide the desired level of confidence.
A) minimal
B) maximum
Informed consent is required ________.
A) only for quantitative research
B) only for qualitative research
C) both qualitative and quantitative research
D) neither qualitative nor quantitative research
Slideshare and Scribd are examples of ________.
A) offline print sources
B) online indexed sources
C) online non-indexed sources
A successful segmentation study is ________ across groups.
A) homogeneous
B) heterogeneous
C) homological
D) heterological
How many of the behaviors shown below indicate a misleading or unethical data
presentation practice?
– only a partial set of the data is reported
– the data has been manipulated to accentuate positive outcomes
– the axes of data graphs use very small increments
– the data is rounded to one decimal point
A) 0
B) 1
C) 2
D) 3
E) 4