Chapter 1 -- Initiating a Survey

1			All economically and technically advanced societies run on the same fuel. That fuel is:
			A)	capital.
			B)	information.
			C)	human resources.
			D)	communication.
			E)	transportation.
2			Data that already exists because they were gathered for some other purpose or for general use are known as:
			A)	primary data.
			B)	secondary data.
			C)	extant data.
			D)	multipurpose data.
3			Primary data is usually ________ costly to obtain as secondary data.
			A)	more
			B)	as
			C)	less
4			Ordinarily the best research method for determining the cause of some action or behavior is:
			A)	survey research.
			B)	a focus group.
			C)	experimentation.
			D)	depth interviewing.
			E)	systematic observation.
5			Which is NOT an attribute of survey research identified in the text?
			A)	Versatility
			B)	Efficiency
			C)	Flexibility
			D)	Speed
			E)	Specialization
6			A survey sponsor would NOT ordinarily be expected to know:
			A)	what decisions will be based on the information.
			B)	what budget limitations apply to the project.
			C)	about the overall operations of the unit sponsoring the survey.
			D)	the most effective measurement instruments or scales to use.
			E)	the ultimate purpose or objectives of the project.
7			It is the researcher's responsibility to indicate to the sponsors ________ of survey research.
			A)	the capabilities
			B)	the limitations
			C)	both the capabilities and limitations
			D)	neither the capabilities nor limitations
8			The rights of all research respondents extend ________ the time and place the research is conducted.
			A)	far beyond
			B)	only as far as
9			Which is NOT a component of attitudes identified in the text?
			A)	Actions
			B)	Knowledge
			C)	Feelings
			D)	All are components
			E)	Non are components
10			The mental pictures people have in their mind of some object or subject are known as:
			A)	images.
			B)	beliefs.
			C)	attitudes.
			D)	projections.
11			Compared to attitudes, images typically have ________ dimensions.
			A)	fewer
			B)	about the same number of
			C)	many more
12			When choosing image dimensions to measure in a survey, the researcher should choose those that:
			A)	are most important to the sponsor or information seekers.
			B)	are most important to the survey respondents, themselves.
			C)	are most familiar to the research team.
			D)	are most often used in similar survey research.
13			The features or attributes people examine when making a choice among alternatives are known as their:
			A)	choice set.
			B)	preferential set.
			C)	evaluative criteria.
			D)	selection array.
14			When a survey seeks information about the decisions people make, one of the most common and important areas of inquiry is their:
			A)	information sources.
			B)	degree of urgency.
			C)	training and experience.
			D)	response to disappointment.
15			Which of these terms was NOT identified as closely related to the concept of needs?
			A)	Desires
			B)	Preferences
			C)	Goals
			D)	Motives
			E)	Intentions
16			Questions about "what, when, where, and how often" are typically included when measuring:
			A)	attitudes.
			B)	lifestyles.
			C)	behavior.
			D)	affiliations.
			E)	decisions.
17			Which is NOT one of the family of variables used to define lifestyles?
			A)	Possessions.
			B)	Interests.
			C)	Affiliations.
			D)	Activities.
			E)	Opinions.
18			When measuring affiliations, it is important to consider ________ group memberships.
			A)	only formal
			B)	only informal
			C)	both formal and informal
			D)	neither formal nor informal
19			A group that provides a standard or benchmark to show how an individual is doing in some respect is called a ________ reference group.
			A)	normative
			B)	comparative
			C)	informative
			D)	exemplary
			E)	relevant
20			Which is NOT a demographic variable?
			A)	Dwelling type
			B)	Education level
			C)	Personality type
			D)	Age group
			E)	Marital status