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MMC3420 Exam 1 (all quiz questions)
Questions and Correct Answers
What kind of research is primarily aimed at increasing existing
scientific knowledge? Ans: Basic.
What is secondary analysis? Ans: Analyzing data previously
collected by another researcher.
A testable statement about the relationships we expect to find
between two or more variables is called a Ans: Hypothesis.
Operationalization is Ans: How a researcher defines the way a
concept is observed and measured.
Scientific research does not require self-correcting. T/F Ans: False
See 'Characteristics of the Scientific Method'.
The hypodermic needle model of communication proposes that
the mass media Ans: Have almost universal effects on audiences.
Designing a double-blind study is one way of addressing what kind
of threat to internal validity? Ans: Experimenter bias.
Generalizability is an indicator of Ans: External validity.
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If you contract a research supplier or field service to conduct
phone interviews for a survey, which of the following DOES NOT
factor into the cost per interview (CPI)? Ans: Instrument decay.
Empirical knowledge is acquired through Ans: observation and
measurement.
When a measure is__________ and ___________ it accounts for every
possible option and each measurement is appropriate to only one
category. Ans: Exhaustive, mutually exclusive.
A variable can be... Ans: dependent or independent.
What is the highest level of measurement? Ans: Ratio
The response scale for the "advertising skepticism" Strongly agree,
agree, neither, disagree, strongly disagree.
This is an example of what kind of scale? Ans: Likert scale
A measure cannot have good reliability without good validity. Ans:
False. A measure can have good reliability but poor validity.
Systematic error and random error are components of Ans: an
observed score. (look at what true score is too)
© 2025 All rights reserved
MMC3420 Exam 1 (all quiz questions)
Questions and Correct Answers
What kind of research is primarily aimed at increasing existing
scientific knowledge? Ans: Basic.
What is secondary analysis? Ans: Analyzing data previously
collected by another researcher.
A testable statement about the relationships we expect to find
between two or more variables is called a Ans: Hypothesis.
Operationalization is Ans: How a researcher defines the way a
concept is observed and measured.
Scientific research does not require self-correcting. T/F Ans: False
See 'Characteristics of the Scientific Method'.
The hypodermic needle model of communication proposes that
the mass media Ans: Have almost universal effects on audiences.
Designing a double-blind study is one way of addressing what kind
of threat to internal validity? Ans: Experimenter bias.
Generalizability is an indicator of Ans: External validity.
© 2025 All rights reserved
, 2 | Page
If you contract a research supplier or field service to conduct
phone interviews for a survey, which of the following DOES NOT
factor into the cost per interview (CPI)? Ans: Instrument decay.
Empirical knowledge is acquired through Ans: observation and
measurement.
When a measure is__________ and ___________ it accounts for every
possible option and each measurement is appropriate to only one
category. Ans: Exhaustive, mutually exclusive.
A variable can be... Ans: dependent or independent.
What is the highest level of measurement? Ans: Ratio
The response scale for the "advertising skepticism" Strongly agree,
agree, neither, disagree, strongly disagree.
This is an example of what kind of scale? Ans: Likert scale
A measure cannot have good reliability without good validity. Ans:
False. A measure can have good reliability but poor validity.
Systematic error and random error are components of Ans: an
observed score. (look at what true score is too)
© 2025 All rights reserved
