1. Which of the
following is the correct focus for internal validity?
A. Are the measures
used for prediction or estimation effective?
B. Do the
conclusions we draw from an experiment truly imply causation?
C. Does it consider
both the theory and the selected measurement instrument?
D. Does the
instrument provide adequate coverage of the investigative questions?
2. David’s Bridal
is conducting a survey of the trends in dress preferences among women who will
marry
sometime in the next year.
Surveys were mailed to 100,000 women but only 1,000 responded, resulting in
a response rate of 1 percent.
This study is threatened by _______ error.
A. nonresponse
B. sampling
C. coverage
D. measurement
3. What calculation
is performed to evaluate the effect of the treatment in a pretest, posttest
control group
design?
A. O2 – O3
B. (O2 – O1) – (O4
– O3)
C. (O4 – O3) – (O2
– O1)
D. O1 – O3
4. Maria is
conducting research to better understand how consumers respond to the
atmosphere and
environment in restaurants. She
visits several restaurant locations and observes characteristics of the
environment and all of the
behaviors
of the patrons. Which
classification best fits Maria’s observation study?
A. Structured/natural
B. Unstructured/natural
C. Structured/laboratory
D. Unstructured/laboratory
5. The use of a/an
_______ serves as a comparison to assess the existence and potency of the
manipulation.
A. explanatory
variable
B. criterion
variable
C. control group
D. experimental
group
6. Which of the
following statements is true of telephone surveys?
A. They’re one of
the least reliable survey techniques.
B. They’re one of
the most popular survey techniques.
C. They always
involve the use of a human interviewer.
D. There’s no
computer-assisted method of interviewing.
7. Which of the
following is a condition in which observation is an appropriate method for data
collection?
A. Anonymity is
desired.
B. A natural
setting is imperative.
C. The respondents
are widely dispersed.
D. An extensive amount
of information is needed.
8. Harris
Interactive surveys members of its KidZone, a group of consumers ages 12–17.
These participants report consumption data on a variety of products and respond
to various promotional methods over time. The KidZone members are part of a
A. cohort study.
B. monitoring
study.
C. longitudinal
panel.
D. cross-sectional
study.
9. An interesting
application of _______ compared self-reported beer consumption with the number
of discarded beer containers in the trash.
A. erosion measures
B. process analysis
C. accretion
measures
D. data mining
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