test 3 Flashcards
Measurement is the process of describing some property of a phenomenon, usually by assigning numbers, in
a reliable and valid way
true
Interval scales are considered continuous when three or more categories are used
false
A balanced rating scale has a neutral point, or point of indifference, at the center of the scale
true
A convenience sample is a type of probability sample
false
Systematic sampling can, under certain conditions, yield a random sample
true
Semantic differential scales can be scored using the following values, in order: -3, -2, -1, 0, +1, +2, +3
true
A census is any complete group whose members share some common set of characteristics
false
Nonresponse bias causes problems because it means that the sampling units that participated are different
from those that did not participate
true
A sampling frame is also called a “working population
true
Attitudes are considered a function of a person’s beliefs about some activity weighted by their evaluations
of those characteristics
true
Sampling involves using a small number of people in the target market to make conclusions about the entire
target market population
true
Attitudes are thought to have three components: affective, cognitive, and behavioral
true
The first stage in the selection of a sample is to determine the sampling frame
false
An individual member of a population is a sample
false
Fixed-alternative questions give respondents specific limited-alternative responses and ask them to choose
the one closest to their own viewpoints
true
Fixed-alternative questions require more interviewer skill to administer than open-ended response questions
false
Both ratio and interval scales both have an absolute zero
false
Larger samples allow conclusions to be drawn with more confidence that they truly represent the
population
true
a question covering several issues at once is referred to as a leading question.
false
The questionnaire is the primary tool for building responses to research questions
true
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?
quota sample
Asking respondents to remember something without providing any clues to help them remember is called
unaided recall
A single element or group of elements that is eligible for selection via the sampling process is called a
sampling unit
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?
convenience sample
Three guidelines below help prevent the most common mistakes in designing questions. Which one is
typically NOT used for this purpose
avoid personal questions
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
judgement sample
Which technique recommends asking general questions before specific questions in order to obtain unbiased
responses
funnel technique
Compared to open-ended response questions, fixed-alternative questions
require less interviewer skills
____________ involves using some process for selecting a few initial respondents and then uses those
respondents to seek out additional respondents
snowball sampling
____________ capture different values of a concept
variables
Where do you rank academically in your high school graduation class? ___ 1st quarter ___ 2nd quarter ___
3rd quarter ___ 4th quarter is a(n) _______________ question
loaded
Which type of validity addresses the question, “Does my measure correlate with measures of similar concepts
or known quantities
criterion validity
“Should Dillard’s keep its excellent department store credit card program? ____ Yes ____ No” is an
example of ____
making an assumption
Which of the following refers to concepts measured with multiple variables
construct
All of the following are disadvantages of open-ended response questions EXCEPT
Irrelevancy
Lists of respondents who have agreed to participate in marketing research along with their e-mail contact
information are called ___
online panels
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
filter
“What is your favorite hobby, playing video games, or what?” is an example of what type of question
leading
“I hate asparagus” is an example of which component of an attitude toward asparagus?
affective
Dichotomous and multiple-choice alternatives in fixed-alternative questions should not have overlap among
categories. That is, the categories should be __
mutually exclusive
