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1 | |
In which of the following situations would you recommend collecting data using observation method? |
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| | A) | A company wants to determine how many times people switch channels during a one—hour period on a particular week night. |
| | B) | A company wants to know why an individual purchased one brand of soda over the other available brands. |
| | C) | A company wants to determine the factors that influence the purchase of a product the purchase of which is non—repetitive and infrequent. |
| | D) | A company wants to determine how many people went past a display case in a store last month. |
| | E) | A company wants to determine people's attitudes and feelings about a product and its advertising campaign. |
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2 | |
A retail chain is considering expanding into a large urban community. In order to determine the potential crime factor in a particular neighborhood, the retailer directly observes the amount of graffiti on existing buildings. This is an example of: |
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| | A) | Mechanical observation |
| | B) | Disguised observation |
| | C) | Direct observation |
| | D) | Indirect observation |
| | E) | Derivative observation |
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3 | |
All of the following are mechanical observation devices that measure physiological actions and reactions EXCEPT: |
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| | A) | Voice pitch analyzer |
| | B) | Pupilometer |
| | C) | Eye—tracking monitor |
| | D) | Optical scanners |
| | E) | Psychogalvanometer |
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4 | |
A researcher wants to represent an independent variable with an alphabet in a report that she is preparing. Which alphabet is most frequently used to represent an independent variable? |
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| | A) | X |
| | B) | Y |
| | C) | Z |
| | D) | I |
| | E) | V |
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5 | |
Generally speaking, it is not possible to measure this variable before the experiment begins. Which one is it? |
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| | A) | Dependent variable |
| | B) | Independent variable |
| | C) | Control variable |
| | D) | Extraneous variable |
| | E) | None of the above |
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6 | |
All of the following are threats to internal validity EXCEPT: |
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| | A) | History |
| | B) | Maturation |
| | C) | Selection bias |
| | D) | Mortality |
| | E) | Diffusion of treatment |
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7 | |
A professor conducts a survey in her class about alcohol use among students. Students under—report their alcohol consumption because they feel that their professor is trying to show through her study that consumption of alcohol is low among students. This kind of threat to validity is referred to as: |
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| | A) | Treatment vs. testing |
| | B) | Demand characteristics |
| | C) | Selection bias |
| | D) | Treatment vs. selection |
| | E) | Instrumentation |
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8 | |
IBM conducts an experiment to assess the effect of advertising on sales. When the same survey is repeated, the results are different. The design is said to lack: |
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| | A) | Internal validity |
| | B) | External validity |
| | C) | Construct validity |
| | D) | Reliability |
| | E) | Discriminant validity |
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9 | |
Among the pre—experimental designs, which design suffers from a major history contamination weakness? |
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| | A) | One—shot design |
| | B) | Two—shot design |
| | C) | One—group pretest—posttest |
| | D) | Static group comparison |
| | E) | Dynamic group comparison |
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10 | |
All of the following are quasi—experimental designs, EXCEPT: |
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| | A) | Nonequivalent control group design |
| | B) | Nonequivalent dependent variable design |
| | C) | Repeated treatment design |
| | D) | Separate—sample pretest—posttest design |
| | E) | Latin square design |
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11 | |
A company has two mechanisms for increasing sales force productivity: a training program and an incentive scheme. The main effect of the training program is $100,000 increase in sales. The main effect of the incentive scheme is $50,000 increase in sales. However, if a salesperson who has gone through the training program and is also offered the incentive program, the sales increase is $175,000. One may conclude that the interaction effect of the two mechanisms is: |
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| | A) | $25,000 |
| | B) | $175,000 |
| | C) | $150,000 |
| | D) | $50,000 |
| | E) | $325,000 |
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12 | |
Given that observations are made in natural setting, a particular strength of the observation method is that it can capture cognitive elements such as attitudes, beliefs, and emotions. |
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| | A) | True |
| | B) | False |
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13 | |
A researcher comes up with a set of measures to assess brand loyalty. These measures have a high correlation with existing measures of brand loyalty. The researcher's measures are said to have good convergent validity. |
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| | A) | True |
| | B) | False |
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14 | |
After participating in a study, students go out and tell the next batch of students (who are about to participate in the study) the purpose of the study and the nature of the questions asked. This threat to validity is referred to as the evaluation apprehension. |
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| | A) | True |
| | B) | False |
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15 | |
Test marketing is a type of field experiment. |
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| | A) | True |
| | B) | False |