1. Surveys are used in _______ research studies.
B. behavioral observation
2. Rachel is conducting telephone interviews for Chevrolet on perceptions of its new models. When she interviews Chevrolet customers, she asks the question, “How loyal are you to the Chevrolet brand?” But when she interviews Ford customers who have bought Chevrolets, she changes the question to, “So you aren’t loyal to the Chevrolet brand, are you?” Which of the following sources of error in communication research is present in this example?
D. Measurement question
3. What calculation is performed to evaluate the effect of the treatment in a pretest, posttest control group design?
A. (O4 – O3) – (O2 – O1)
B. (O2 – O1) – (O4 – O3)
C. O1 – O3
D. O2 – O3
4. Which of the following is a controlled experiment conducted in a carefully chosen marketplace to measure and predict sales or profitability of a product?
A. Pretest-posttest control group
C. Test market
5. What characteristic distinguishes the pretest-posttest control group design from the nonequivalent control group design?
A. Membership in the experimental and control groups is naturally assembled in the pretest-posttest control group design.
B. One can’t determine which group was exposed to the treatment in the nonequivalent control group design.
C. No pretest is used in the nonequivalent control group design.
D. Random assignment is impossible in the nonequivalent control group.
6. Which of the following types of research is designed to address complex, practical problems using brainstorming, followed by sequential trial-and-error attempts until the desired results are achieved?
A. Case history
B. Action research
C. Grounded theory
D. Causal research
7. In the study of bystanders and thieves presented in the text, participants are invited to a store where they see someone steal the purse of another customer. The accosted shopper and the thief are really acting their parts to set the stage for the experiment. Participants view the robbery alone or with another participant. The study sought to determine whether participants were more likely to report a robbery when they observe it alone or in the company of another person. In this study, what is the independent variable?
A. State of being alone or with another person
B. Act of reporting the robbery or not
C. Exposure to a robbery
D. Reaction of the accosted shopper following the robbery
8. The use of a/an _______ serves as a comparison to assess the existence and potency of the manipulation.
A. control group
B. explanatory variable
C. experimental group
D. criterion variable
9. Participants in a study designed to identify symbolic benefits associated with Sutter Home wines are shown a photograph of a man eating at an upscale restaurant. The man in the picture is alone and has a glass of wine with his meal. The participants are asked to describe how the person in the picture feels and thinks. This is an example of what projective technique?
A. Thematic apperception test
B. Picture association
C. Imagination exercise
10. Which of the following terms is used to describe combining several qualitative methods, or combining qualitative with quantitative methods?
A. Inter-rater reliability
B. Component sorts
11. A communication approach to data collection involves
A. linguistic behavior analysis.
B. surveying people.
C. data mining.
D. observing behavior.
12. Which of the following is not a type of evidence used to test causal hypotheses?
A. Alternative causes
B. Disposition of variable B
C. Time order of events
D. Covariation between variables A and B
13. Under ________ sampling, the researcher must choose among a time-point sample, continuous realtime measurement, or a time-interval sample.
C. systematically inverted
14. Which of the following is true of studies conducted under laboratory conditions?
A. The dependent variable occurs naturally.
B. They occur under actual environmental conditions.
C. They facilitate measurement of the variables of interest
D. They simulate environmental conditions.
15. Jane is conducting interviews to develop a customer profile for her client. She customizes each interview to each participant and doesn’t ask specific questions. What type of interview format is Jane using?
16. Which of the following is the correct focus for internal validity?
A. Does the instrument provide adequate coverage of the investigative questions?
B. Does it consider both the theory and the selected measurement instrument?
C. Are the measures used for prediction or estimation effective?
D. Do the conclusions we draw from an experiment truly imply causation?
17. Which of the following attributes must be identified using inferential observation?
A. Length of sales meeting
B. Selling points presented
C. Customer purchase decision
D. Salesperson credibility
18. Exploratory research is finished in all of the following situations except when
A. the major dimensions of the research task are established.
B. hypotheses are developed.
C. the range and scope of management decisions are established.
D. additional research is necessary.
19. 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. cross-sectional study.
C. monitoring study.
D. longitudinal panel.
20. The primary concern with using qualitative techniques is that qualitative data are too