Which of the following is true of the mean?

It the mean is greatly affected by the addition and deletion of data.

It is the distance between the smallest and largest values in a set of responses.

It the mean can be distorted if when extreme values are included in the distribution.

It is a qualitative measure.

A scale that has a neutral descriptor but has a larger number of response options on one side, either positive or negative, is referred to as a(n) _____ scale.

forced-choice, odd-point

forced-choice, even-point

unbalanced

free-choice, even-point

Which of the following is an example of curbstoning?

Respondents improperly filling out the questionnaire

An interviewer interviewing respondents and recording their observations

An interviewer contacting respondents by phone and then recording their observations

An interviewer filling out the instrument without interviewing the respondent

Which of the following is true of data editing?

Before being validated, the data must be edited for mistakes.

As part of the editing process, the researcher will check to make sure all respondents were asked the proper questions.

In order to speed through the data collection process, an interviewer may edit the data collection process.

Editing determines whether a survey's interviews or observations were conducted correctly and are free of fraud or bias.

If the means of two groups are same, then the underlying distributions of the two groups must also be the same.

NA

True

NA

False

When the objective of a study is to quantify the magnitude of variables and relationships, one should prefer qualitative over quantitative research.

NA

False

NA

True

When knowledge about the behavior of one variable allows you to predict the behavior of another variable, this is another way of studying the _____ of the relationship.

direction

type

strength of association

presence

_____ questions include income, sexual beliefs or behaviors, medical conditions, financial difficulties, alcohol consumption, and so forth that respondents are likely to respond to incorrectly.

Filter

Sensitive

Skip

Screening

Which of the following is true of coding?

The process of coding begins by assigning a numerical value as a code.

When reviewing responses to open-ended questions, the researcher attaches a value from the developed response list.

Coding makes subsequent analysis tougher as the researcher will find it difficult to interpret averages if higher values occur as the average moves from "dislike" to "like."

For open-ended questions, a coding process should be prepared before collecting data.

Despite advances in communication systems, the Internet, and software, the principles behind designing questionnaires remain essentially unchanged.

False

NA

True

NA

Which of the following statements is true about cross-tabulation?

Demographic variables are typically used as rows and other research variables are used as columns in cross-tabulation.

The selection of variables for cross-tabulation should be driven by the objectives of the research study.

Cross-tabulation tables show percentage calculations based on row variable totals.

It cannot determine whether differences exist among subgroups of the total sample.

Which of the following is the strongest predictor of future behavior?

A person's past behavior

A person's exposure to advertisements for a product

A person's stated purchase intentions

A person's stated attitudes

Response order bias can be reduced by:

ending the questionnaire with a thank-you statement.

preparing several different forms of the questionnaire using a different order and averaging the responses.

conducting phone surveys.

placing demographic questions at the beginning of the questionnaire.

The difference between a single-item scale and a multiple-item scale is that a:

single-item scale simultaneously collects data on several attributes of a construct.

single-item scale provides more than one possible response to its respondents.

single-item scale involves collecting data about only one attribute of the object being investigated.

multiple-item scale is a type of nominal scale.

Which of the following is most likely to be used in the triangulation technique?

A single method of data collection

Limited data sets

A single method of data analysis

Selective breadth in informants

Which of the following statements is true regarding the various scale measurement issues?

The researcher should avoid using specific terms and instead use general, broad words.

The researcher should give clear and simple instructions.

The researcher should ensure that scale descriptors have minimal discriminatory power.

The researcher should use "leading" phrases.

Which of the following is an example of an independent sample?

The average amount spent on fashion magazines per month by a group of teenagers is compared to the average amount spent on sports magazines per month by the same group of teenagers.

The average amount spent on purchasing cosmetics by women in their early 30s to the average amount they spend on purchasing fashion accessories.

The average number of energy drinks consumed per day by a group of male students is compared to the average number of energy drinks consumed per day by the general population.

Male students are compared to female students on the average number of hours they study each weekday.

At the heart of construct development is the need to determine exactly what is to be measured.

True

NA

False

NA

Which of the following is true of relationships between variables?

Marketers are often interested in describing the relationship between variables they think influence purchases of their products.

A negative relationship exists between two variables if low levels of one variable are associated with low levels of another.

The strength of association is determined by the size of the correlation coefficient, with smaller coefficients indicating a stronger association

A curvilinear relationship is much simpler to work with than a linear relationship.

A firm is examining its data requirements to achieve the objectives of its research study. The management team determines that in order to get the needed data, they cannot use an observation method. Instead, it will have to do a mail survey. The team is most likely in which stage of the questionnaire design process?

Confirm research objectives

Select appropriate data collection method

Determine layout and evaluate questionnaire

Develop questions and data scaling

If a consistent and systematic relationship is not present between two variables:

there is no relationship.

an insubstantial relationship exists.

there is a moderate relationship.

a strong association is evident.

When writing a research report, which of the following sections typically includes the literature review?

Conclusions and recommendations

Description of research methods

Introduction

Analysis of the data/findings

The _____ represents the distance between the largest and smallest response.

range

standard deviation

median

mean

Data preparation is important in converting data in a single format to multiple formats that can be analyzed with statistical software.

False

True

NA

NA

Which of the following statements is true regarding hypothesis?

A hypothesis is a proven supposition.

Hypotheses can be derived from current business situation but not from previous research theory.

A hypothesis is typically developed after data collection.

The alternative hypothesis states that there is a difference between the group means.

The purpose of data validation is to:

examine whether the data preparation process started before or after the interviews and

determine whether questionnaires or observation methods are completed.

determine the amount of nonresponse to individual questions.

determine if surveys, interviews, and observations were conducted correctly and free of errors

In order to establish the emic validity of his/her research findings, a researcher must primarily show that:

similar results can be obtained if the study were to be repeated.

key members of the group included in the study agreed with the findings of the study.

the findings of the study can be generalized.

similar results have been reported by others working independently on the problem.

Which of the following must be kept in mind while preparing questionnaires?

Any difficult or sensitive questions should be placed at the beginning of each section.

Asking sensitive questions is permitted as they are required to achieve research objectives

Questionable words should be examined in a pretest.

Before selecting a title for the questionnaire, the researcher should include a brief introductory section.

The introduction section of a research report usually includes:

a literature review.

research questions.

recommendations.

data displays.

While studying the relationship between advertising and sales growth, a researcher determines that the relationship is sometimes weak and at other times moderate. This variation from one situation to another is the variation in the _____ of the relationship between advertising and sales growth.

direction

type

presence

strength of association