test 3

Question 1

Measurement is the process of describing some property of a phenomenon, usually by assigning numbers, in
a reliable and valid way

Answer 1

true

Question 2

Interval scales are considered continuous when three or more categories are used

Answer 2

false

Question 3

A balanced rating scale has a neutral point, or point of indifference, at the center of the scale

Answer 3

true

Question 4

A convenience sample is a type of probability sample

Answer 4

false

Question 5

Systematic sampling can, under certain conditions, yield a random sample

Answer 5

true

Question 6

Semantic differential scales can be scored using the following values, in order: -3, -2, -1, 0, +1, +2, +3

Answer 6

true

Question 7

A census is any complete group whose members share some common set of characteristics

Answer 7

false

Question 8

Nonresponse bias causes problems because it means that the sampling units that participated are different
from those that did not participate

Answer 8

true

Question 9

A sampling frame is also called a “working population

Answer 9

true

Question 10

Attitudes are considered a function of a person’s beliefs about some activity weighted by their evaluations
of those characteristics

Answer 10

true

Question 11

Sampling involves using a small number of people in the target market to make conclusions about the entire
target market population

Answer 11

true

Question 12

Attitudes are thought to have three components: affective, cognitive, and behavioral

Answer 12

true

Question 13

The first stage in the selection of a sample is to determine the sampling frame

Answer 13

false

Question 14

An individual member of a population is a sample

Answer 14

false

Question 15

Fixed-alternative questions give respondents specific limited-alternative responses and ask them to choose
the one closest to their own viewpoints

Answer 15

true

Question 16

Fixed-alternative questions require more interviewer skill to administer than open-ended response questions

Answer 16

false

Question 17

Both ratio and interval scales both have an absolute zero

Answer 17

false

Question 18

Larger samples allow conclusions to be drawn with more confidence that they truly represent the
population

Answer 18

true

Question 19

a question covering several issues at once is referred to as a leading question.

Answer 19

false

Question 20

The questionnaire is the primary tool for building responses to research questions

Answer 20

true

Question 21

The head of the marketing research department instructs field interviewers to interview owners of DVD
players in a shopping mall such that they each interview 10 Sony owners, 8 Panasonic owners, 6 Toshiba
owners, and 4 owners of other brands. Which type of sampling procedure is being used?

Answer 21

quota sample

Question 22

Asking respondents to remember something without providing any clues to help them remember is called

Answer 22

unaided recall

Question 23

A single element or group of elements that is eligible for selection via the sampling process is called a

Answer 23

sampling unit

Question 24

When a local television station sends a crew to interview joggers in the city park on a beautiful spring day,
what type of sample is being used?

Answer 24

convenience sample

Question 25

Three guidelines below help prevent the most common mistakes in designing questions. Which one is
typically NOT used for this purpose

Answer 25

avoid personal questions

Question 26

Which technique uses nonprobability sampling, in which an experienced individual selects the sample based
on his or her judgment about some appropriate characteristics required of the sample member

Answer 26

judgement sample

Question 27

Which technique recommends asking general questions before specific questions in order to obtain unbiased
responses

Answer 27

funnel technique

Question 28

Compared to open-ended response questions, fixed-alternative questions

Answer 28

require less interviewer skills

Question 29

____________ involves using some process for selecting a few initial respondents and then uses those
respondents to seek out additional respondents

Answer 29

snowball sampling

Question 30

____________ capture different values of a concept

Answer 30

variables

Question 31

Where do you rank academically in your high school graduation class? ___ 1st quarter ___ 2nd quarter ___
3rd quarter ___ 4th quarter is a(n) _______________ question

Answer 31

loaded

Question 32

Which type of validity addresses the question, “Does my measure correlate with measures of similar concepts
or known quantities

Answer 32

criterion validity

Question 33

“Should Dillard’s keep its excellent department store credit card program? ____ Yes ____ No” is an
example of ____

Answer 33

making an assumption

Question 34

Which of the following refers to concepts measured with multiple variables

Answer 34

construct

Question 35

All of the following are disadvantages of open-ended response questions EXCEPT

Answer 35

Irrelevancy

Question 36

Lists of respondents who have agreed to participate in marketing research along with their e-mail contact
information are called ___

Answer 36

online panels

Question 37

The question: “Have you ever received a speeding ticket? ____ Yes ____ No,” is followed by a question:
“When did you receive that ticket?” if the respondent answers yes to the first question. In this situation, the first
question functions as a ____ question

Answer 37

filter

Question 38

“What is your favorite hobby, playing video games, or what?” is an example of what type of question

Answer 38

leading

Question 39

“I hate asparagus” is an example of which component of an attitude toward asparagus?

Answer 39

affective

Question 40

Dichotomous and multiple-choice alternatives in fixed-alternative questions should not have overlap among
categories. That is, the categories should be __

Answer 40

mutually exclusive