201 FINAL EXAM QUESTIONS AND
CORRECT ANSWERS
Primary40research40involves40collecting40data40by40"asking"40or40____40people?40-
40ans-"watching"
Which40of40the40following40is40NOT40true40about40observation340research?40-40ans-
Reveals40the40"why"40behind40behaviors
What40are40two40ways40observation40research40can40be40carried40out?40-40ans-1)40Direct40-
40Watching40actual40activities40
2)40Indirect40-40Observing40the40outcome40of40activity
Which40of40the40following40are40factors40to40consider40when40designing40primary40research40-
40ans-
e)40all40of40the40above40(Method40of40administration,40setting,40degree40of40disguise,40degree
40of40structure)
When40it40comes40to40standardized40of40questions40in40primary40research,40with40____40both4
0the40questions40and40the40responses40are40consistent40where40as40with40____40only40the40qu
estions40are40constant40-40ans-1)40Fixed40alternatives40
2)40Open-ended
Which40of40the40following40is40NOT40true40about40highly40structured40questions?40-40ans-
Are40best40suited40to40understand40motivates,40or40the40reasons40"why"
Name40one40way40to40lessen40concerns40about40disguising40research?40-40ans-
1)40Letting40respondents40know40the40study40is40"blind"40and40why
2)40Allowing40respondents40to40"Opt-out"40
3)40Debriefing;40providing40respondents40with40details40of40the40research40after40data40have40
been40collected
Four40methods40of40primary40research40-40ans-1)40Personal40Interviews-
40can40take40place40anywhere,40can40collect40very40detailed40information40
2)40Telephone40interviewing-40becoming40increasingly40difficult,40due40largely40to40mobile40
3)40Mail40surveys-
40historically40the40leading40form40of40primary40research,40the40shift40to40paperless40is40one40r
eason40for40downward40trend40
, 4)40online40surveys40-
40administered40online40such40as40through40a40website,40the40predominant40method
Which40of40the40following40are40true40of40personal40interviews?40-40ans-
e)40All40the40above40(face40to40face,40generally40strong40sampling,40great40flexibility,40time40a
nd40cost40sensitive)
Name40three40ways40online40surveys40can40be40further40optimized?40-40ans-
1)40Short40as40possible40
2)40Optimize40for40mobile40phones40
3)40Simple40questions40
4)40use40of40visuals/graphics40
5)403D40technology40
6)40Show40respondents40see40the40regression40
7)40PRETEST40
8)40Highlight40incentives40
9)40Gaming40techniques
10)40Keep40it40interactive
Which40of40the40following40is40NOT40a40character40of40online40surveys?40-40ans-
Response40rates40are40often40very40low
Name40and40briefly40describe40two40of40the40four40types40of40scales40used40in40primary40resea
rch?40-40ans-1)40Nominal40-40Identification,40numbers40don't40mean40anything40
2)40Ordinal40-40Order,40numbers40are40meaningful40
3)40Interval40-40Comparison40of40the40size40of40the40difference,40attitude40measurement
4)40Ratio40-40Comparison40of40absolute40magnitude,40includes40natural40zero,40ranking
Match40the40scale40with40the40correct40statistic40-40ans-All40summary40statistic40=40Ratio40
Mean40=40Interval40
Median40=40Ordinal40
Mode40=40Nominal
Interval40and40ratio40level40data40are40considered40____40variables40and40can40accomplish40n
umerous40types40of40descriptive40statistics40-40ans-"Continous/Numeric"
Which40of40the40following40applies40to40itemized40rating40scales?40-40ans-
e)40all40of40the40above40(Individuals40must40indicate40their40rating,40its40a40form40of40interval40s
cale,40examples40like40summated,40measures40"Unobservable"40concepts)
Nominal40and40ordinal40scales40are40often40used40to40group40respondents40or40objects40into40
categories40and40are40considered40____variables40or40measures40-40ans-"Categorical"
Which40of40the40following40are40considerations40in40designing40scales?40-40ans-
e)40All40the40above40(40Number40of40items40in40scale,40individual40versus40composite,40odd40or
40even40number,40including40"don't40know")
CORRECT ANSWERS
Primary40research40involves40collecting40data40by40"asking"40or40____40people?40-
40ans-"watching"
Which40of40the40following40is40NOT40true40about40observation340research?40-40ans-
Reveals40the40"why"40behind40behaviors
What40are40two40ways40observation40research40can40be40carried40out?40-40ans-1)40Direct40-
40Watching40actual40activities40
2)40Indirect40-40Observing40the40outcome40of40activity
Which40of40the40following40are40factors40to40consider40when40designing40primary40research40-
40ans-
e)40all40of40the40above40(Method40of40administration,40setting,40degree40of40disguise,40degree
40of40structure)
When40it40comes40to40standardized40of40questions40in40primary40research,40with40____40both4
0the40questions40and40the40responses40are40consistent40where40as40with40____40only40the40qu
estions40are40constant40-40ans-1)40Fixed40alternatives40
2)40Open-ended
Which40of40the40following40is40NOT40true40about40highly40structured40questions?40-40ans-
Are40best40suited40to40understand40motivates,40or40the40reasons40"why"
Name40one40way40to40lessen40concerns40about40disguising40research?40-40ans-
1)40Letting40respondents40know40the40study40is40"blind"40and40why
2)40Allowing40respondents40to40"Opt-out"40
3)40Debriefing;40providing40respondents40with40details40of40the40research40after40data40have40
been40collected
Four40methods40of40primary40research40-40ans-1)40Personal40Interviews-
40can40take40place40anywhere,40can40collect40very40detailed40information40
2)40Telephone40interviewing-40becoming40increasingly40difficult,40due40largely40to40mobile40
3)40Mail40surveys-
40historically40the40leading40form40of40primary40research,40the40shift40to40paperless40is40one40r
eason40for40downward40trend40
, 4)40online40surveys40-
40administered40online40such40as40through40a40website,40the40predominant40method
Which40of40the40following40are40true40of40personal40interviews?40-40ans-
e)40All40the40above40(face40to40face,40generally40strong40sampling,40great40flexibility,40time40a
nd40cost40sensitive)
Name40three40ways40online40surveys40can40be40further40optimized?40-40ans-
1)40Short40as40possible40
2)40Optimize40for40mobile40phones40
3)40Simple40questions40
4)40use40of40visuals/graphics40
5)403D40technology40
6)40Show40respondents40see40the40regression40
7)40PRETEST40
8)40Highlight40incentives40
9)40Gaming40techniques
10)40Keep40it40interactive
Which40of40the40following40is40NOT40a40character40of40online40surveys?40-40ans-
Response40rates40are40often40very40low
Name40and40briefly40describe40two40of40the40four40types40of40scales40used40in40primary40resea
rch?40-40ans-1)40Nominal40-40Identification,40numbers40don't40mean40anything40
2)40Ordinal40-40Order,40numbers40are40meaningful40
3)40Interval40-40Comparison40of40the40size40of40the40difference,40attitude40measurement
4)40Ratio40-40Comparison40of40absolute40magnitude,40includes40natural40zero,40ranking
Match40the40scale40with40the40correct40statistic40-40ans-All40summary40statistic40=40Ratio40
Mean40=40Interval40
Median40=40Ordinal40
Mode40=40Nominal
Interval40and40ratio40level40data40are40considered40____40variables40and40can40accomplish40n
umerous40types40of40descriptive40statistics40-40ans-"Continous/Numeric"
Which40of40the40following40applies40to40itemized40rating40scales?40-40ans-
e)40all40of40the40above40(Individuals40must40indicate40their40rating,40its40a40form40of40interval40s
cale,40examples40like40summated,40measures40"Unobservable"40concepts)
Nominal40and40ordinal40scales40are40often40used40to40group40respondents40or40objects40into40
categories40and40are40considered40____variables40or40measures40-40ans-"Categorical"
Which40of40the40following40are40considerations40in40designing40scales?40-40ans-
e)40All40the40above40(40Number40of40items40in40scale,40individual40versus40composite,40odd40or
40even40number,40including40"don't40know")
