Chapter_10_-_Collecting_Data_by_Observation.pdf

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1. Which of the following is an example of the communication method of obtaining data? a. The researcher classifies people into social class strata by personally rating the furniture in their homes via on- site visits. b. A researcher infers people's reactions to a product display by noting how long they stand in front of it. c. A researcher assesses the popularity of various museum exhibits by noting tile wear in front of each exhibit. d. A researcher measures consumer attitudes by means of subjects' responses to a questionnaire. e. A researcher notes the gender and race of each person making a purchase during a special sale. ANSWER: d POINTS: 1 DIFFICULTY: Easy NATIONAL STANDARDS: United States - BUSPROG: Analytic 2. Which of the following is NOT an advantage of the communication method in comparison to the observation method of data collection? 3. Which of the following is NOT an example of data collected by communication?
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4. Which of the following is an example of the observation method of collecting primary data? 5. Which of the following is an advantage of the observational method over the communication method of gathering primary data? a. Versatility b. Speed c. Cost savings d. Objectivity e. None of the above. ANSWER: d POINTS: 1 DIFFICULTY: Easy NATIONAL STANDARDS: United States - BUSPROG: Analytic 6. Which of the following types of primary data can be measured by observation?
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7. The ability of a data collection technique to provide many types of primary data is known as 8. Observational data have the advantage over communication data in which of the following categories?
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