The author of your text and his colleagues have developed a scale for measuring Internet users'

information privacy concerns. The Awareness (of Privacy Practices) scale uses seven-point scales
anchored with "strongly disagree" and "strongly agree." This is an example of a ________.
Choose one answer.
a. Stapel scale
b. continuous rating scale
Xc. Likert scale
d. semantic differential scale

________ is an approach in which data collection is based on physical traces, or evidence, of past
behavior.
Choose one answer.
a. Mechanical observation
b. Personal observation
c. Content analysis
Xd. Trace analysis

Depth interviews are like focus group in all of the following ways except________.
Choose one answer.
a. both are qualitative research methods
b. both are direct ways of obtaining information
Xc. both are one-on-one interviews
d. both are unstructured interviews

________ are determined before conducting the analysis, based on the researcher's theoretical
framework.
Choose one answer.
Xa. A priori contrasts
b. Multiple comparison contrasts
c. A posteriori contrasts
d. Single comparison contrasts

In ________, respondents are asked to play the role or assume the behavior of someone else.
Choose one answer.
a. cartoon test
b. third-party technique
Xc. role playing
d. sentence completion

A ________ is a test market in which the product is sold through regular distribution channels.
Choose one answer.
a. Controlled test market
b. Partial test market
c. Simulated test market
Xd. Standard test market

Which equation is the correct equation for determining the initial sample size?
Choose one answer.
Xa. Final Sample Size / (Incidence Rate x Completion Rate)
b. Completion Rate / (Incidence Rate x Final Sample Size)
c. (Final Sample Size + Incidence Rate) / Completion Rate
d. (Final Sample Size x Completion Rate) / Incidence Rate

Which of the following statements is not true about unstructured questions?

Choose one answer.
a. Open-ended questions are useful in exploratory research.
b. Precoding can overcome some of the disadvantages of unstructured questions.
c. Open-ended questions are useful as opening questions.
Xd. Unstructured questions can suffer from order or position bias.

________ is the extent to which a cause, X, and an effect, Y, occur together or vary together in the
way predicted by the hypothesis under consideration.
Choose one answer.
a. The time order of occurrence of variables
b. The elimination of other possible factors
c. The role of evidence
Xd. Concomitant variation

Which of the words below is an ambiguous word?

Choose one answer.
a. never
b. none of the answers
Xc. often
d. once

A conceptual scheme based on foundational statements called axioms, which are assumed to be
true, is ________.
Choose one answer.
a. none of the answers
b. objective evidence
Xc. a theory
d. an analytical model

The scale descriptors "very bad," "bad," "neither bad nor good," "good," and "very good" are
commonly used when studying the ________ construct (Table 9.3 in the text).
Choose one answer.
a. satisfaction
Xb. attitude
c. purchase intent
d. purchase frequency

Which of the issues listed below would be addressed using problem-solving research?
Choose one answer.
a. the need to understand market potential
b. the need to understand changes in consumer behavior
Xc. the need to determine where to locate retail outlets
d. the need to understand current cultural trends

Which statement is not true about not-at-homes?

Choose one answer.
a. Pre-notification and appointments increase the likelihood that the respondent will be at
home when contact is attempted.
b. People with small children are more likely to be at home than single or divorced people.
Xc. Consumers are more likely to be at home on weekdays than on weekends.
d. Consumers are more likely to be at home in the evening as opposed to during the
afternoon.

Descriptive research is conducted for all of the following reasons except ________.
Choose one answer.
Xa. to understand which variables are the cause and which variables are the effect of a
phenomenon
b. to determine the perceptions of product characteristics
c. to determine the degree to which marketing variables are associated
d. to describe the characteristics of relevant groups, such as consumers, salespeople,
organizations, or market areas

________ is a probability sampling technique that uses a two-step process to partition the
population into subpopulations, or strata. Elements are selected from each stratum by a random
procedure.
Choose one answer.
Xa. Stratified sampling
b. Cluster sampling
c. Simple random sampling
d. Systematic sampling

Which of the following is not a stage of cluster sampling?

Choose one answer.
a. multi-stage sampling
Xb. zero-stage sampling
c. one-stage sampling
d. two-stage sampling

Which of the following statements refer to the objective criteria when evaluating secondary data?
Choose one answer.
a. Assess accuracy by comparing data from different sources.
b. Data should be reliable and generalizable to the problem at hand.
c. Syndicated firms periodically update census data.
Xd. The objective will determine the relevance of the data. Reconfigure the data to increase
their usefulness, if possible.

________ is a scale in which the numbers are used to rate objects such that numerically equal
distances on the scale represent equal distances in the characteristic being measured.
Choose one answer.
a. Nominal scale
b. Ordinal scale
Xc. Interval scale
d. Ratio scale

Which of the following statements is not true about parametric tests?

Choose one answer.
Xa. Parametric tests are used when the independent variables are non-metric.
b. B and C are not correct.
c. The t test is a commonly used parametric test.
d. The t statistic assumes that the variable is normally distributed and the mean is known
(or assumed to be known) and the population variance is estimated from the sample.

Data derived from a nominal or ordinal scale are ________.

Choose one answer.
a. metric data
Xb. nonmetric data
c. independent data
d. paired data

________ is a multiple cross-sectional design consisting of a series of surveys conducted at

appropriate time intervals, where the cohort serves as the basic unit of analysis.
Choose one answer.
a. Multiple cross-sectional design
b. None of the answers
c. Single cross-sectional design
Xd. Cohort analysis

In the department store project, license plate observations could be used to establish the primary
trading area of a shopping mall. Observers record the license plate numbers of the automobiles in a
parking lot. This is an example of ________.
Choose one answer.
Xa. personal observation
b. trace analysis
c. content analysis
d. mechanical observation

In marketing, sales, cost, market share, and number of customers are variables measured on a
________ scale.
Choose one answer.
Xa. ratio
b. interval
c. ordinal
d. nominal

The ________ for primary data is very involved and the ________ is high.
Choose one answer.
a. collection purpose; collection time
b. collection process; collection purpose
Xc. collection process; collection cost
d. collection cost; collection time