Observers in a supermarket are watching customers selecting apples. They have been
given a check list and told to check all the behaviors that apply for each consumer. This
method of data collection is a(n)
a. Unstructured-disguised observation.
b. Unstructured-undisguised observation.
c. Contrived setting observation.
d. Structured observation.
e. Laboratory observation.
A manager of a department store collects data on the frequency with which floor tiles
have been replaced in front of each entrance. This exhibits a measure of the most
popular entrance to the store. What type of measurement situation is she using?
a. Survey
b. Observation
c. Thematic Apperception Tests (TAT)
d. People meter
e. Experiment
Response error can be caused by
a. poorly written items.
b. respondent’s attitudes and emotions.
c. interviewer bias.
d. All of the above.
e. Both a and b.
When utilizing observational methods of data collection, which of the following should
be specified by the researcher?
a. Who should be observed?
b. What aspects of the purchase should be reported?
c. When should the observations be made?
d. Where should the observations be made?
e. All of the above.
Cluster sampling is limited to situations in which a sampling frame of population units
is not readily available.
a. True
b. False
A useful property of all scales above the nominal level of measurement is that of order.
a. True
b. False
A(n) is an estimate that involves a single value with no associated bounds of error.
a. nonresponse estimate.
b. point estimate
c. response estimate.
d. sampling estimate.
e. office error.
Completeness of the research report should be evaluated from the perspective of the
a. researcher.
b. data collected.
c. reader.
d. data analyst.
e. report writer.
Cross tabulation work equally well with continuous measures that have been recast as
categorical measures.
a. True
b. False
The interpretation of data is part of which phase of the Marketing Research Process?
a. Data Collection
b. Research Configuration
c. Information Reporting
d. Problem Definition
e. Data Analysis
The magnitude of the differences in objects is shown when which types of scales are
used?
a. Interval or ordinal
b. Ratio or ordinal
c. Ordinal or nominal
d. Interval or ratio
e. Nominal or interval
The rate of refusals depends on the
a. respondent attitude at the time of initial contact.
b. reason for the contact.
c. place where contact was initiated.
d. Both a and b.
e. a, b, and c.