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Q:
Discuss the ethical issues particular to research using observation. What should a researcher consider when collecting observational data?
Q:
Explain why a researcher might want to use contrived observation instead of direct observation.
Q:
Discuss the role of observation as a business research method and discuss four of the many types of observable phenomena, giving an example of each.
Q:
Measuring voice frequency as a measure of emotional reactions is called ______ analysis.
Q:
A mechanical device that measures a subject's galvanic skin response (GSR) is called a(n) ______.
Q:
A mechanical device that is used to record changes in the diameter of a pupil in a subject is called a(n) ______.
Q:
A mechanical device that is used to track eye-movements during television commercials is called a(n) ______ monitor.
Q:
A panel of consumers using a special ID card whenever they purchase items from their local supermarket so that purchase behavior is matched with the demographic dimensions of each household is participating in a(n) ______ panel.
Q:
A _____ is the proportion of people who are exposed to an Internet advertisement who actually click on the corresponding hyperlink which takes them to the company's website.
Q:
_____ is the systematic observation and quantitative description of the manifest content of communication.
Q:
Some people see contrived observation as _____, which means deceitful or tricky.
Q:
When a researcher creates an artificial situation in order to observe the reactions of a subject in that type of situation, this is an example of ______ observation.
Q:
Observation that requires the observer to record events subjectively may result in _____ bias.
Q:
The time it takes a subject to make a choice between the appeal of two advertisements is a type of ______.
Q:
When an observer observes a subject in a natural setting, this is an example of ______ observation.
Q:
When the presence of an observer is known to the subject, this is called ______ observation.
Q:
_____ means no communication with a respondent takes place.
Q:
The systematic process of recording the behaviors of people as they occur is called ______.
Q:
All of the following are problems with physiological reaction measures EXCEPT _____.
A.subjects are usually placed in artificial settings
B.calibration of measuring devices
C.devices are expensive
D.they are not effective in measuring physiological reactions
Q:
_____ gauges emotional reactions as reflected in physiological changes in a person's voice.
A.Voice-pitch analysis
B.Vocal cord vibration
C.Vocal spectrum analysis
D.Reverberation analysis
Q:
Which of the following measures involuntary changes in the electrical resistance of the skin?
A.eye-tracking monitor
B.psychogalvanometer
C.epidermal monitor
D.voice-pitch analysis
Q:
A website designer is interested in how people look at a website. He wants to know where they look first when a page comes up. Which mechanical device would be appropriate for finding this out?
A.pupilometer
B.eye scanner
C.eye-tracking monitor
D.psychogalvanometer
Q:
All of the following measure physiological reactions EXCEPT _____.
A.eye-tracking monitor
B.pupilometer
C.scanning systems
D.voce-pitch analysis
Q:
Which of the following measures physiological reactions?
A.pupilometer
B.at-home scanning systems
C.click-through counter
D.all of these choices
Q:
All of the following are improvements of scanner data over standard mail diary panel data EXCEPT _____.
A.scanner data measure observed (actual) purchase behavior rather than reported behavior
B.scanner measures are obtrusive
C.more extensive purchase data can be collected with scanner data
D.scanner data are collected mechanically, resulting in improved accuracy over mail diary panel data
Q:
A researcher gave Janis and her husband a bar-coded card, like a frequent-shopper card, that they give to the checkout clerk at the grocery store. Their code number is coupled with the purchase information recorded by the scanner. This family is participating is a(n) _____.
A.scanner-based consumer panel
B.obtrusive observation study
C.phenomenological study
D.ethnographic study
Q:
All of the following are flaws with using click-through rate as a measure of the amount of interest or attention a website is receiving EXCEPT _____.
A.does not differentiate between a lot of activity by a few visitors and a little activity by many visitors
B.some hits are likely made by mistake
C.researcher lacks information about the meaning behind the numbers
D.does not adequately measure the number of times an ad is clicked on
Q:
Which of the following represents the percentage of people who are exposed to an Internet advertisement who actually click on the corresponding hyperlink which takes them to a company's website?
A.conversion transaction rate (CTR)
B.page views
C.cost per click (CPC)
D.click-through rate (CTR)
Q:
Which website traffic monitoring metric may be used to track the path or sequence of pages that each visitor follows?
A.click-through
B.hits
C.page views
D.unique pages
Q:
With respect to website traffic monitoring, a hit represents _____.
A.a single, discrete click to load individual pages of a website
B.mouse clicks on a single page of a website
C.the proportion of people exposed to an Internet ad who actually click on its hyperlink to enter the website
D.a count of the initial access to the site but not multiple visits to the site
Q:
A business research company has been commissioned to conduct an Internet survey with 5,000 potential respondents. Explain how a researcher can uncover potential problems with a survey design before launching it.
Q:
Compare and contrast door-to-door personal interviews with telephone interviews with respect to speed of data collection, geographic flexibility, respondent cooperation, and questionnaire length.
Q:
Explain how response rates are determined for surveys and discuss ways to increase response rates for mail surveys.
Q:
Discuss the advantages and disadvantages of mail surveys.
Q:
Explain how computer technology has enhanced telephone interviewing.
Q:
Discuss the advantages and disadvantages of conducting surveys using personal interviews.
Q:
When a researcher uses a "trial run" with a group of people to try to discover any problems with a survey before it is mailed to the sample of potential respondents, this is called a(n) ______ of the survey.
Q:
_____ are windows that open on a computer screen to prompt the user to enter information.
Q:
A self-administered questionnaire posted on a website is called a(n) ______ survey.
Q:
When the researcher travels to the respondent's place of business and leaves a survey to be filled out and that she will pick up the next day, this method of questionnaire distribution is called the ______ .
Q:
The letter that is on top of a mail survey that explains why the potential respondent should fill out the survey is called the ______.
Q:
The percentage found when the number of completed surveys returned in a mail survey is divided by the total number of sample members provided a chance to participate is known as the ______.
Q:
A self-administered questionnaire that is sent to potential respondents through the mail is called a(n) ______ survey.
Q:
When a respondent is asked to read the questions on a survey and to answer them by himself or herself in writing, this is an example of a(n) ______.
Q:
Conducting telephone interviews from one location allowing firms to hire a staff of professional interviewers and to supervise and control the quality of interviewing more effectively is called _____ interviewing.
Q:
When use of telephone exchanges and random numbers to develop a sample of respondents in a landline phone survey is used, this is called ______.
Q:
When a respondent is asked to participate in a research study while walking through a shopping mall, this is an example of a(n) ______.
Q:
An attempt to recontact a potential respondent in a phone survey when no one answered the phone on a previous attempt is called a(n) ______.
Q:
When a respondent fails to answer a survey question in a personal interview, this is called an item ______.
Q:
A face-to-face communication in which an interviewer asks a respondent questions is called a(n) ______.
Q:
A survey approach that does not facilitate two-way communication is called a(n) _____ survey approach.
Q:
Which of the following is an ethical issue in survey research?
A.respondents' right to privacy
B.respondents' right to be informed about the purpose of the research
C.need for objectivity in reporting data
D.all of these choices
Q:
Which of the following can be considered to be a pretest?
A.screening the questionnaire with other research colleagues
B.screening the questionnaire with a client or the research manager who ordered the research
C.a trial run with data collected from a small number of respondents
D.all of these choices
Q:
A trial run of a survey with a group of respondents who are representative of the target group for the survey is called a _____.
A.callback
B.pretest
C.drop-off method
D.dry run
Q:
Which of the following has the highest item non-response rate?
A.door-to-door interview
B.mail survey
C.telephone interview
D.Internet survey
Q:
Which of the following survey research methods is the most expensive?
A.door-to-door personal interview
B.mall intercept personal interview
C.telephone interview
D.mail survey
Q:
Which of the following survey research methods offers the lowest degree of respondent anonymity?
A.telephone interview
B.mail survey
C.mall intercept interview
D.Internet survey
Q:
Which of the following methods offers the lowest degree of geographic flexibility?
A.telephone interview
B.door-to-door personal interview
C.Internet survey
D.mail survey
Q:
Carly was called by a researcher and asked a few questions about her driving habits. The researcher then asked her to go to a website to complete a more comprehensive survey. This type of study that employs a combination of survey methods is called a _____.
A.two-stage survey
B.multidimensional survey
C.combination survey
D.mixed-mode survey
Q:
All of the following are advantages of Internet surveys EXCEPT _____.
A.random sampling
B.speed
C.visual appeal
D.accurate real-time data capture
Q:
Susan completed a self-administered questionnaire on what attributes make up a good manager posted at Zoomerang.com. What type of survey did Susan complete?
A.Internet survey
B.mixed-mode survey
C.computer-assisted interactive survey
D.networked survey
Q:
A(n) _____ survey is a self-administered questionnaire posted on a website.
A.e-mail
B.kiosk
C.Internet
D.electronic
Q:
Which of the following is an advantage of including a questionnaire in an e-mail?
A.lower distribution costs than a mail survey
B.faster turnaround time than a mail survey
C.faster speed of distribution
D.all of these choices
Q:
For mail surveys, the ______ attempts made to try to obtain a returned survey from a potential respondent, the ______ their chance of their responding to the survey.
A.more; less
B.fewer; greater
C.more; greater
D.none of these choices
Q:
All of the following are ways to increase response rates for mail surveys EXCEPT _____.
A.cover letter
B.interesting questions
C.advance notification
D.always revealing the sponsor of the research
Q:
Which of the following has typically been shown to produce the highest response rates in mail surveys as an incentive for participation in the study?
A.an enclosed ball-point pen
B.a monetary incentive
C.an appeal for help
D.a donation to a charity
Q:
The cover letter for a mail survey should include all of the following EXCEPT _____.
A.a description of the incentive for participating in the study
B.a comment on the postage-paid reply envelope to use to return the survey
C.a description of how the person was selected for the study
D.names of other potential respondents
Q:
Suppose that a mail survey is sent to 220 people and 20 surveys are returned because they were mailed to the wrong address. If completed surveys are received from 60 people, the response rate for this study was _____.
A.27.3 percent
B.30 percent
C.40 percent
D.55.6 percent
Q:
The number of questionnaires returned or completed divided by the number of eligible people who were asked to participate in the survey is called _____.
A.turnover rate
B.return ratio
C.response rate
D.success rate
Q:
For mail surveys, the time period between the first mailing and the cut-off date after which no additional surveys will be analyzed is typically about _____.
A.1 week
B.2-3 weeks
C.4-5 weeks
D.6-8 weeks
Q:
Surveys in which the respondent takes the responsibility for reading and answering questions are called _____.
A.self-administered questionnaires
B.independent questionnaires
C.stand-alone surveys
D.interactive questionnaires
Q:
Call Interactive, Inc. is a telephone survey research firm. Telephone interviewers sit at computer monitors that display the questions one question at a time along with precoded possible responses for each question. The interviewer reads the question, and when the respondent answers, the interviewer enters his or her answers directly into the computer. This is an example of _____.
A.voice-activated telephone interviewing
B.computer-assisted telephone interviewing
C.random digit dialing
D.noninteractive interviewing
Q:
When a research agency conducts all telephone interviews from one location where they can hire a staff of professional interviewers and supervise and control the quality of interviewing more effectively, this is an example of _____.
A.central location interviewing
B.single-mode interviewing
C.synergistic interviewing
D.quick-response interviewing
Q:
A callback procedure should be used for all of the following situations EXCEPT _____.
A.a busy signal
B.a respondent who does not answer the phone
C.a respondent who is not at home
D.a respondent who answers but refuses to participate
Q:
Which of the following eliminates the counting of names in a list and subjectively determining whether a telephone directory listing is a business, institution, or legitimate household?
A.mixed-mode survey
B.predictive calling
C.computer-assisted telephone interviewing (CATI)
D.random digit dialing
Q:
Which of the following is FALSE regarding mobile phone interviews?
A.Phones have varying abilities for automated responses and differing keypads.
B.Area codes for mobile phones are not necessarily tied to geography.
C.Telemarketing calls can be directed toward mobile phone numbers in the United States, but it is illegal to do so in Europe.
D.The recipient of a mobile phone call is even more distracted than the recipient of a home or office call.
Q:
Which of the following has been considered the mainstay of commercial survey research for years?
A.mall-intercept interviews
B.Internet surveys
C.telephone interviews
D.e-mail surveys
Q:
Interviews with respondents that take place in shopping malls are called _____.
A.pretesting
B.mall intercept interviews
C.the drop-off method of surveys
D.mixed-mode surveys
Q:
Attempts to recontact individuals selected for a sample who were not available initially are known as _____.
A.callbacks
B.rebounds
C.recontacts
D.tracers
Q:
Personal interviews conducted at respondents' doorsteps in an effort to increase the participation rate in the survey are referred to as _____ interviews.
A.home-based
B.local
C.home-intercept
D.door-to-door