1. Basic research is research that
A. Addresses simple issues that are basic, in which research is not really needed.
B. Attempts to expand the limits of knowledge for a discipline.
C. Is conducted to make a decision about a specific real -life problem.
D. All of the above.
2. According to the textbook, which of the following is least likely to be considered unethical?
A. A telemarketer selling carpeting begins the telephone sales call by saying he or she is conducting a survey about carpeting.
B. A researcher does not tell his or her client that the sampling procedure in the proposal was considered too expensive, so an alternative sampling technique was used.
C. Researchers do not tell respondents to a survey sponsoring the survey; that is they maintain a discreet silence about the sponsor of a survey by avoiding the issue.
D. The researcher who identifies the most likely prospects for a new photocopying machine passes the names of these people to the sales manager.
3. Which of the following should be considered before a researcher decides to use deception in a study?
A. importance of the study
B. availability of alternative methods
C. physical danger of psychological harm to subjects
D. all of the above
4. The ideal focus group size is
A. less than 5 people.
B. 6-10 people.
C. approximately 25 people.
D. more than 100 people.
5. Which of the following is not a common problem with secondary data?
A. outdated information
B. variation in definition of terms
C. differing units of measurement
D. takes too long to collect
E. All of the above are common problems.
6. If the research question were defined as "will buyers purchase more of a product in a blue colored or silver package?" the most appropriate type of research would be
A. exploratory
B. descriptive
C. causal
D. associative
E. none of the above
7. When total error is broken down into two major sources of survey error, they are
A. random sampling error and sample selection error.
B. random sampling error and administrative error.
C. random sampling error and systematic error (bias).
D. sample selection error and response bias.
E. response bias and non-response error.
8. Observation allows all of the following except
A. the systematic recording of nonverbal behavior.
B. the amplification of the results from other forms of research by providing complementary evidence.
C. the gathering of evidence to explain purchase intentions.
D. the gathering and recording of what people do or what events take place during a purchase situation.
9. Decisions must be made about several basic elements of an experiment. One of these issues is
A. selection and measurement of the dependent variable.
B. manipulation of the extraneous variable(s).
C. control over the dependent variable.
D. selection of assignment of extraneous variables.
E. all of the above.
10. Blinding may be used to
A. control subjects' knowledge of whether or not they were given a particular treatment.
B. control the unconscious influence of researchers.
C. control effects of extraneous variables.
D. all of the above.
E. none of the above.
11. An attitude
A. is open to direct observation and measured by direct means.
B. is always measured by the rating method.
C. cannot be measured using physiological measures.
D. is always a hypothetical construct.
E. none of the above.
12. A measurement task that requires respondents to estimate the magnitude of a characteristic or quality that a brand, store, or object possesses is known as
A. ranking
B. rating
C. sorting
D. a choice technique
13. "Hertz is #1, Avis is #2" implies _____ data.
A. nominal
B. ordinal
C. interval
D. ratio
E. The statement implies nothing about data.
14. The extent to which a measurement is free from random error is a measurement of
A. validity.
B. reliability.
C. predictive accuracy.
D. degrees of freedom.
E. systematic validation.
15. Which of the following is not an advantage of open-ended questions?
A. respondents free to answer whatever they want
B. discovering unanticipated responses
C. "warming up" respondents at the beginning of an interview
D. minimizing interviewer bias
E. All of the above are advantages.
16. Before a questionnaire can be constructed, the researcher must consider
A. the analytical techniques and data analysis to be used.
B. the communication medium of data collection.
C. the type of information needed.
D. all of the above.
E. none of the above.
17. In general, it is preferable in fixed alternative questions that the responses not be
A. mutually exclusive.
B. collectively exhaustive.
C. structured in an unvarying order.
D. numbered.
E. All of the above are preferred.
18. The following question: Should Macy's continue its excellent gift wrapping program? Yes No
A. is a double-barreled question.
B. has a built-in assumption.
C. is a counterbiasing statement.
D. all of the above.
19. Which of the following sample types would allow a researcher to assess the degree of random sampling error most accurately?
A. convenience
B. judgment
C quota
D. snowball
E. stratified
20. If an airline randomly selects 20 of its flights and selects passengers in the odd-numbered seats to participate in a survey,
A. the passengers are the primary sampling unit.
B. the flights are the primary sampling unit.
C. the passengers are the tertiary sampling units.
D. the flights are the tertiary sampling units.
21. If you wanted to present a great deal of numerical information, you might decide to use a:
A. Pie chart.
B. Table.
C. Descriptive statistical array.
D. Line graph.
E. Bar chart.
22. A survey samples both men and women. The researcher wishing to analyze the data by separating the groups by sex will perform
A. an analysis of central tendency.
B. a simple tabulation analysis.
C. a gender analysis.
D. a cross-tabulation analysis.
23. A Marketing research executive is performing an experiment to determine which of two client ads will draw consumers' attention better. This is an example of:
A. basic research.
B. general research
C. intuitive research.
D. applied research
24. Information can be evaluated using which of the following characteristics?
A. timeliness
B. repeatability
C. quality
D. All of the above.
E. A & C above.
25. Which of the following statements concerning research design is true?
A. Research design provides a framework that guides data collection.
B. Ideal research design is determined by the research objectives.
C. Research design characteristics are indirectly determined by the information needs of the decision maker.
D. All of the statements are true.