1.
Which type of research includes an array of interpretative techniques which seek to describe, decode, translate, and otherwise come to terms with the meaning of certain phenomena?
a. quantitative
b. qualitative
c. statistical
d. descriptive
e. causal
2.
The primary concern with using qualitative techniques is that qualitative data are too _____.
a. expensive
b. time-consuming
c. subjective
d. objective
e. structured
3.
Which type of research attempts a precise measurement of some behavior, knowledge,
opinion, or attitude?
a. quantitative
b. qualitative
c. exploratory
d. cross-sectional
e. longitudinal
4.
Qualitative research seeks to _____ theory while quantitative research _____ it.
a. examine, interprets
b. build, tests
c. test, understands
d. apply, builds
e. justify, applies
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5.
Which of the following research purposes are associated with qualitative research?
a. description
b. prediction
c. theory building
d. theory testing
e. forecasting
6.
Which of the following is true of quantitative research?
a. it uses a nonprobability sampling method
b. results are generalizable
c. data analysis is ongoing during the project
d. sample sizes are generally small
e. it uses multiple data collection methods
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7.
Exercises that prepare participants for individual or group interviews on a topic are called
_____.
a. calisthenics
b. projection techniques
c. homework
d. pretasking
e. focused preparation
8.
When observation employs standardized procedures, trained observers, schedules for recording, and other devices that reflect the scientific procedures of other primary data methods, it is said to be _____ observation.
a. simple
b. systematic
c. organized
d. structured
e. semistructured
9.
Observation means to collect data by _____.
a. viewing
b. listening
c. touching
d. smelling
e. all of the above
10.
Which of the following is a condition in which observation is an appropriate method for data
collection?
a. anonymity is desired
b. respondents are widely dispersed
c. attitudinal information is needed
d. natural setting is imperative
e. extensive amount of information is needed
11.
Observation is an appropriate method for data collection in all of the following conditions except _____.
a. purpose must be disguised
b. natural setting is necessary
c. anonymity is desired
d. memory decay is a factor
e. behavioral data is needed
12.
Jason is developing a research design for a study of wine drinkers. The target population is widely dispersed. Jason needs to collect data on past consumption behavior and intentions for future behavior. Which type of data collection method is most appropriate for Jason's project?
a. communication
b. observation
c. monitoring
d. experimental
e. causal
13.
Scott's Lawn Care has hired Henry Associates to find out whether home improvement warehouse stores communicate the benefits of various brands of lawn care products differently than smaller stores. Henry Associates needs to know what is communicated to consumers in the actual settings of the stores and wants to ensure that the message isn't filtered. Only behavioral data is required. Which type of data collection method is most appropriate in this situation?
a. communication
b. observation
c. surveys
d. experimental
e. causal
14.
Which of the following is a type of behavioral observation?
a. nonverbal behavior
b. linguistic behavior
c. activity observation
d. extralinguistic behavior
e. spatial behavior
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15.
A communication approach to data collection involves _____.
a. observing behavior
b. recording trace evidence
c. surveying people
d. data mining
e. linguistic behavior analysis
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16.
Surveys are used in _____ research studies.
a. monitoring
b. communication
c. observation
d. behavioral observation
e. nonbehavioral observation
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17.
All of the following are sources of error in communication research except _____.
a. measurement questions
b. observers
c. survey instruments
d. interviewers
e. participants
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18.
Emma is responding to a survey about her experience using the NetFlix DVD delivery service. One set of questions on the survey asks questions such as "How satisfied are you with your overall experience with NetFlix?" The survey response options provided are Strongly Agree to Strongly Disagree. Which of the following sources of error in communication research is present in this example?
a. measurement questions
b. observers
c. interviewers
d. participants
e. all of the above
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19.
Rachel is conducting telephone interviews for Blockbuster on perceptions of its new "No Late Fees" program. When she interviews customers of the NetFlix service, she tends to change the wording of the question, "How loyal are you to using Blockbuster for your DVD rental needs?" to "So you aren't loyal to Blockbuster, are you?" Which of the following sources of error in communication research is present in this example?
a. measurement questions
b. observers
c. interviewers
d. participants
e. all of the above
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20.
Mike resents getting calls from telemarketers and pollsters. A research firm called yesterday to question him concerning his preference for radio stations. When Mike was asked to report his household income, he inflated his income to the highest range offered. He also misreported his age and occupation. Which of the following sources of error in communication research is presented in this example?
a. measurement questions
b. observers
c. interviewers
d. participants
e. all of the above
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21.
The failure to secure full participant cooperation for a study can result in _____ error.
a. measurement
b. instrumentation
c. data entry
d. sampling
e. nonresponse
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22.
Which research design listed below is most appropriate for establishing causality?
a. focus group
b. individual depth interview
c. experiment
d. survey
e. behavioral observation
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23.
Measurement in research consists of assigning numbers to _____ in compliance with a set of
rules.
a. events
b. objects
c. properties
d. activities
e. all of the above
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24.
A _____ is a scheme for assigning numbers of symbols to represent aspects of the event
being measured.
a. measurement tool
b. mapping rule
c. ruler
d. scale
e. property
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25.
What is the goal of measurement in research?
a. to reflect both quantitative and qualitative concepts
b. to provide the highest-quality, lowest error data for data analysis
c. to describe, explain, and make predictions based on the information
d. to attach meaning to symbols
e. to specify the empirical information needed
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26.
A(n) _____ defines a variable in terms of specific measurement criteria.
a. operational definition
b. empirical definition
c. measurement rule
d. mapping rule
e. conceptual definition
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27.
Which of the following is not an example of an object?
a. attitude
b. furniture
c. dog
d. class affiliation
e. weight
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28.
Weight, height, and temperature are all types of _____.
a. objects
b. physical properties
c. psychological properties
d. constructs
e. mapping rules
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29.
Attitudes are a type of _____.
a. object
b. physical property
c. psychological property
d. social property
e. mapping rule
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30.
Which of the following terms refers to a learned, stable predisposition to respond to oneself,
other persons, objects, or issues in a consistently favorable or unfavorable way?
a. opinion
b. attitude
c. personality trait
d. construct
e. behavior
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31.
Which of the following characteristics is not true of attitudes?
a. learned
b. stable
c. accessible
d. enduring
e. fluctuating
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32.
The adoption rate of cellular telephones continues to accelerate rapidly. This statement is an
example of a _____ attitude.
a. cognitive
b. affective
c. conative
d. behavioral
e. peripheral
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33.
It is so annoying when people use their cellular telephones in restaurants. What is the basis of
the attitude reflected in this statement?
a. cognitive
b. affective
c. conative
d. behavioral
e. peripheral
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34.
I turn my cellular telephone off when dining in restaurants. What is the basis of the attitude
reflected in this statement?
a. cognitive
b. affective
c. conative
d. centrality
e. peripheral
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35.
A cognitive basis for an attitude means that the attitude is based on a _____.
a. feeling
b. behavior
c. value
d. culture
e. belief
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36.
An affective basis for an attitude means that the attitude is based on a(n) _____.
a. feeling
b. behavior
c. opinion
d. culture
e. belief
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37.
All of the following questions must be answered prior to designing a questionnaire except
_____.
a. What type of scale is needed to perform the desired analysis to answer the management
question?
b. What data collection mode will be used?
c. Should the question be structured, unstructured, or some combination?
d. Should the questioning be disguised or undisguised?
e. How will the results be translated into managerial recommendations?
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38.
A(n) _____ question is one designed to conceal the question's and the study's true purpose.
a. undisguised
b. disguised
c. unstructured
d. structured
e. projective
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39.
In which of the following situations should a study's objective be disguised?
a. when the study's objective is unlikely to affect the participants' responses
b. when requesting willingly shared, conscious-level information
c. when requesting reluctantly shared, conscious-level information
d. when requesting knowable, conscious-level information
e. when requesting willingly shared, knowable information
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40.
A _____ describes how the analysis will be structured once the data have been collected.
a. dummy table
b. analysis table
c. analysis flowchart
d. dummy variable
e. branching design
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41.
Which of the following goals should a good survey instrument accomplish?
a. encourage each participant to provide accurate responses
b. encourage participants to be succinct in their responses
c. encourage participants to answer only those questions they are comfortable answering
d. encourage participants to end the survey when they feel they have contributed enough
information
e. ask as much as possible from the respondents
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42.
Which of the following terms is used to refer to questionnaires used in personal interviews?
a. administrative questions
b. interview schedules
c. moderator guides
d. survey schedules
e. interview guides
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43.
What type of questions identifies the participant, interviewer, interview location, and
conditions?
a. classification questions
b. target questions
c. administrative questions
d. structured questions
e. supervisory questions
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44.
The use of a(n) _____ serves as a comparison to assess the existence and potency of the
manipulation.
a. experimental group
b. control group
c. criterion variable
d. explanatory variable
e. field experiment
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45.
When an experiment is conducted in actual environmental conditions, it is called a(n) _____
experiment.
a. replication
b. simulated
c. field
d. extraneous
e. test market
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46.
What type of question seeks to group participants' answers so that patterns can be revealed
and studied?
a. classification questions
b. target questions
c. supervisory questions
d. administrative questions
e. disguised questions