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External validity refers to our ability to attribute the effect that was observed to the
experimental variable and not to the other factors.
a. True
b. False
Which of the following is FALSE?
a. With a ratio scale, it is possible to have zero amount of some attribute.
b. There are few psychological constructs that can reasonably be assumed to have a
natural or absolute zero.
c. When using a ratio scale, it is inappropriate to calculate a mean score.
d. Both a and b.
e. a, b, and c.
The particular subset of the population chosen for study is known as a . a. Subset
b. Sub-population
c. Sample
d. Data set
e. Survey group
A toy storeowner hypothesizes, at the 95% level of confidence, that parents spend less
than $100 on toys per visit to her store. A sample is taken and the hypothesis test shows
a zvalue of -1.65. We accept the hypothesis:
a. True
b. False
Which of the following currently uses market research?
a. Salespeople
b. Politicians
c. Clergy
d. Presidents of not-for-profits institutions
e. All of the above.
Many online panels in use today are essentially large quota samples.
a. True
b. False
In the United States alone, what size is the marking research industry?
a. $192 million
b. $9.2 billion
c. $19.2 billion
d. $192 billion
e. $9.2 trillion
The U.S. Bureau of Labor reports that employment for marketing research analysts is
expected to grow much faster than the average for all occupations. Why is this?
a. Because the economy is growing.
b. Because of increasing competition from offshore manufacturers.
c. Because the demand for information continues to grow.
d. Both A and B are correct.
e. None of the above is correct.
Which of the following types of organizations do NOT conduct marketing research?
a. Producers of products and services
b. Non-profit organizations
c. Advertising agencies
d. Marketing research companies
e. All of the above conduct marketing research.
Which of the following is(are) permissible measure(s) of central tendency with ratio
scales?
a. Arithmetic mean, median and the mode
b. Geometric mean
c. Median and mode
d. Both a and b.
e. a, b, and c.
An important consideration for assessing the overall quality of a data collection effort is
the
a. bias rate.
b. response rate.
c. collection rate.
d. eligibility rate.
e. interview rate.
Fixed-alternative questions would be inappropriate for securing information about
respondents'
a. apartment rental payments.
b. motivations in husband-wife interactions over purchase decisions. c. age.
d. awareness of current events.
e. income level.
A causal research design is typically concerned with a. the frequency with which
something occurs.
b. the discovery of ideas and insights.
c. how two variables vary together.
d. the determination of cause-and-effect relationships.
e. establishing priorities when studying competing explanations of phenomenon.
Group interaction is the key aspect that distinguishes______________interviews from
depth interviews.
_________is the ability of a measure to obtain similar scores for the same object, trait,
or construct across time, across different evaluators, or across the items forming the
measure.
The condition for establishing causality that is the most difficult to meet is
__________________.
A projective technique involves the use of a vague_____________upon or build a
structure around.
Knowledge that resides inside employees' heads is often referred to
as__________-knowledge.
The_____________approach to ethical reasoning hold that the correct course of action i
s theonethatpromotes "the greatest good for the greatest number."
Purchase intentions are most often used when studying the purchase of
_______________________items.
Response rates are higher for______________than most other methods.
It is necessary to
_______________respondents to change their answers.
A statistic used to measure the strength of relationship between categorical variables is
called a(n) ____________________.
