Which of the following are limitations of the observation method of collecting data?
a. The willingness of a respondent to provide data.
b. The memory of a respondent to accurately report data.
c. The honesty of a respondent when providing data.
d. All of the above are limitations of the observation method of collecting data.
e. None of the above are limitations of the observation method of collecting data.
Which of the following is NOT considered a descriptive analysis technique?
a. Data harmonization
b. Data mining
c. Data fusion
d. Neural networks
e. Visualization
One difference between sampling and nonsampling errors is that as sample size
increases, sampling errors will
while nonsampling errors .
a. decrease, may even increase
b. increase, decrease
c. remain the same, may even increase
d. increase, remain the same
e. decrease, remain the same
Which of the following is a technique that measures the closeness of the relationship
between two or more variables by considering their joint variation?
a. Correlation analysis
b. Analysis of variance (ANOVA)
c. Multiple regression analysis
d. z-test
e. F-test
Your oral research presentation needs to illustrate the relative market share for the top
four brands in a product category as of December 31, 20 Which of the following visuals
might best accomplish this goal?
a. Line chart
b. Stacked-line chart
c. Two-scale vertical bar chart
d. Pie chart
e. Divided-bar chart
The time to stop having focus groups is when:
a. The research budget has been exhausted.
b. They show diminishing returns.
c. You get definitive answers to your research problem.
d. You’ve completed five focus groups.
e. Any of the above are correct answers.
A questionnaire using quality paper and printing techniques
a. is an unnecessary expense.
b. reflects the importance of the study.
c. is unimportant in gaining respondent cooperation.
d. is unimportant to questionnaire design.
e. causes mistrust in the respondent.
Which of the following is FALSE?
a. If a measure is reliable, it is not heavily influenced by transitory factors that cause
random errors.
b. If an item lacks correlation with other scale items measuring the same construct,
there is evidence that the item does not belong and should be deleted.
c. Systematic error is due to temporary aspects of the person or measurement situation,
which affects the measurement in irregular ways.
d. Reliability is necessary, but not sufficient, for establishing the validity of a measure.
e. If a set of items all measure the same construct, the responses to the items should be
correlated.
Which of the following about observational forms is FALSE?
a. When using observational forms, interviewer/observer bias may still be a problem.
b. When constructing an observational form, it is best to loosely define what is to be
observed so the observer is free to react to each individual situation.
c. One of the most critical things in designing an observational form is to determine
which aspects of the behavior are relevant.
d. A paper-and-pencil observation form assessing purchasing behavior should parallel
the logical sequence of the purchase act.
e. All of the above are true.
A day before elections, a local political candidate for mayor made a speech stressing
several important points. To find out whether these points impacted the candidate’s
popularity, he needed to obtain questionnaire data from registered hometown voters. He
would be advised to employ
a. focus group interviews.
b. telephone interviews.
c. personal interview surveys.
d. a mail survey.
e. the use of a passive people meter.
Validity is
a. concerned with the relationships of random error with systematic error.
b. equal to the true score plus the systematic error.
c. equal to the true score plus systematic error minus random error.
d. concerned with the extent to which differences in scores reflect true differences in the
characteristic.
e. concerned with the extent to which differences in scores reflect instability in the
measurements.
A researcher needs to determine how many boxes of a particular brand of cereal were
sold in a given region in a typical week. Which of the following is probably the best
method?
a. Arrange for a pantry audit.
b. Put a researcher with a clipboard next to the cereal display.
c. Collect supermarket scanner data.
d. Conduct a survey of shoppers.
e. Employ a mystery shopper.
The primary advantage of area sampling plans is
a. area sampling data is easy to tabulate and analyze.
b. they don’t require probability-based methods of element selection.
c. results can be generalized from one area to another without loss of statistical
efficiency.
d. they don’t require a list of elements from the population of interest.
e. the results are more understandable for the general public than other, more complex
plans.
To determine the degree to which the variables in a cross-tabulation analysis are
independent of one another, a researcher should use
a. cross tabulation variable independence test.
b. Pearson chi-square test of independence.
c. regression analysis.
d. Cramer’s V.
e. Kendall’s coefficient of concordance.