Which of the following statements about mechanical recording devices is FALSE?
a. The people meter provides the researcher information about which television shows
have been watched on a particular television.
b. The galvanometer is used to assess the emotional arousal induced by exposure to
specific advertising copy. c. Response latency measures the amount of time a
respondent deliberates before answering a question.
d. Voice-pitch analysis examines changes in the relative vibration frequency of the
human voice that accompanies emotional arousal.
e. Optical scanners measure the subject’s eye movement over a stimulus.
Which of the following is TRUE?
a. Branching questions are easy to develop for a mail questionnaire.
b. Sequence bias is potentially more of a problem in telephone interviews than in mail
questionnaires.
c. With the exception of mail surveys, it is generally appropriate to number the
questions on a questionnaire.
d. The physical appearance of a questionnaire is especially influential in securing
cooperation to studies done by mail.
e. All of the above are false.
If a= 0.152 and = 1.32, the simple regression equation is
a. Yi= 1.32 – 0.152 Xi
b. Yi= 0.152 + 1.32 Xi
c. Yi= 0.152 – 1.32 Xi
d. Yi= 0.152/1.32 + Xi
e. None of the above.
While reviewing the customer database, the manager of Arthur’s Auto Center has a
preconceived idea of how the database works and is able to see the interesting and
worthwhile applications of the data. Such an idea is called a(n):
a. Hypothesis
b. Model
c. Manipulation
d. Procedure
e. System
What is the best way to code data from a survey that contains many open-ended,
exploratory questions in order to reduce bias?
a. Use the most experienced researcher to do the coding.
b. Use two researchers to do the coding and have them compare their results.
c. Use any researcher but have him or her double-check the coding.
d. Use computer software to do the coding.
e. Use an outside researcher who is unfamiliar with the project to do the coding.
Which of the following is TRUE of experiments?
a. An experiment has greater ability to supply evidence of causality because it takes
longer to complete than a descriptive study.
b. Researchers have more control when performing experiments than they have when
using exploratory or descriptive designs.
c. External validity is more important to determine than internal validity.
d. An experimental design is a research design in which the investigator has direct
control over at least one independent variable and manipulates at least one dependent
variable.
e. Both b and d are true.
Many managers, particularly those who have been with a company for a long time, are
afflicted with
“______________”, which can get in the way of understanding the true nature of a
problem.
a. Group think
b. Paralysis of analysis
c. Normal thinking
d. Loyalty bias
e. Creative thinking
Marketing research is the process of gathering and interpreting data for use in:
a. Increasing sales volumes.
b. Improving corporate profitability.
c. Decreasing manufacturing defects.
d. Developing more competitive products and services.
e. Developing, implementing and monitoring the firm’s marketing plans.
The purpose of a dummy table is to
a. create a place to store data collected during the study.
b. make sure that the study questionnaire is so simple to understand that even a
“dummy” could respond.
c. show how the results of the analysis will be presented.
d. predict the outcome of the study.
e. All of the above.
It is possible to track how visitors to a website navigate its pages, which pages they
look at and which pages they exit from.
a. True
b. False
Which of the following statements is FALSE about the use of charts in a research
presentation?
a. The pie chart is particularly effective in depicting relative size or emphasis in
dynamic comparisons.
b. The line chart is a two-dimensional chart that is particularly useful in depicting
dynamic relationships such as time-series fluctuations of one or more series.
c. The stratum chart is in some ways a dynamic pie chart in that it can be used to show
relative emphasis by sector and how the relative emphasis is changing with time.
d. The stratum chart is essentially a set of line charts whose quantities are aggregated or
a total that is disaggregated.
e. A pictogram is a variation of a bar chart.
In a multiple-column record of a data file,____________represent different variables
and represent different respondents.
a. codes, numbers
b. numbers, codes
c. rows, columns
d. columns, rows
e.codes,symbols
Which of the following is used to assess the emotional intensity in a subject’s responses
by measuring relative vibration frequency of the subject’s oral response?
a. Galvanometer
b. People meter
c. Voice-pitch analysis
d. Response latency
e. Eye camera
The acceptable level of Type 1 error is usually referred to as the significance level.
a. True
b. False
When using secondary data, the task of assessing accuracy is more difficult. a. True
b. False
The error a researcher should work most to minimize is
a. response error.
b. total error.
c. sample error.
d. nonresponse error.
e. office error.