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Refer to Scenario 12.1. Which of the following is NOT a potential source of difference
between these scores?
a. True differences with regard to the feeling of warmth created by the ad.
b. Perry had a rotten day at work, while Joe had a good day.
c. The sampling of items chosen to measure warmth could have contributed to the
difference in scores.
d. Perry and Joe interpreted one of the questions differently.
e. All of the above are potential sources of differences between the scores.
What type of question is the following: "Do you feel that the quality of electronics
manufactured in America are as good as those manufactured in Japan?"
a. Double-barreled question
b. Leading question
c. Ambiguous question
d. Sensitive question
e. All of the above.
The main concern of the Starch Readership Service is to provide information on the
demographic characteristics of a particular publications readership.
a. True
b. False
Which of the following is NOT an observation method of collecting data?
a. Mystery shopping
b. Using hidden cameras to study how shoppers select products
c. Standing next to a store display to understand how shopper select products d.
Analyzing scanner data from a store
e. Surveying shoppers to learn about product selection
A simple regression is a statistical technique used to derive an equation that relates a
single continuous dependent variable to two or more independent variables.
a. True
b. False
Convenience samples are appropriate for use in which type of research?
a. Descriptive
b. Causal
c. Exploratory
d. All of the above.
e. Convenience samples are not appropriate for any type of research.
A(n)_______________might be the only method of obtaining a
response from certain busy individual for whom time is a scarce commodity.
a. personal interview
b. telephone interview
c. mail questionnaire
d. mall-intercept interview
e. None of the above.
The response rate formula for a telephone survey where there is no eligibility
requirement excludes
a. refusals.
b. wrong numbers.
c. not-at-homes.
d. completed interviews.
e. All of the above are included in the response rate formula for a telephone survey
where there is no eligibility requirement.
An observation that is very different in magnitude from the rest of the observations for
a particular variable is a(n)
a. error.
b. blunder.
c. histogram.
d. outlier.
e. deviant.
The owner of Patty's Pizza Parlor wants to measure consumer awareness of the
restaurant and uses the local telephone directory to draw a sample from which to survey
the townspeople. However, some people do not have a telephone. This represents what
type of problem?
a. Sampling error
b. Nonresponse error
c. Noncoverage error
d. Response error
e. Office error
Which of the following statements is INCORRECT with respect to a quota sample?
a. It is relatively easy to verify whether the sample is representative.
b. Field workers' personal judgments govern the choice of sample members.
c. The quotas per field worker usually mirror the distribution of characteristics in the
population.
d. Quota samples are an example of nonprobability sampling.
e. Both a and c.
