SME_8e_Ch_05_Section_1 - CHAPTER 5 SECTION 1: DATA...

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1 CHAPTER 5 SECTION 1: DATA COLLECTION AND SAMPLING MULTIPLE CHOICE 1. A marketing research firm selects a random sample of adults and asks them a list of questions regarding their beverage preferences. What type of data collection is involved here? a. An experiment. b. A survey. c. Direct observation. d. None of these choices. ANS: B PTS: 1 REF: SECTION 5.1 2. Which of the following statements is true regarding the design of a good survey? a. The questions should be kept as short as possible. b. A mixture of dichotomous, multiple-choice, and open-ended questions may be used. c. Leading questions must be avoided. d. All of these choices are true. ANS: D PTS: 1 REF: SECTION 5.1 3. Which of the following must be avoided in designing a survey? a. Dichotomous questions. b. Leading questions. c. Demographic questions. d. All of these choices are true. ANS: B PTS: 1 REF: SECTION 5.1 4. Which method of data collection is involved when a researcher counts and records the number of students wearing backpacks on campus in a given day? a. An experiment. b. A survey. c. Direct observation. d. None of these choices. ANS: C PTS: 1 REF: SECTION 5.1 5. A researcher conducts a study where she divides subjects into two groups, gives each group a certain treatment, and records their responses. What type of data collection is being used here? a. An experiment. b. Direct observation. c. A survey. d. A census. ANS: A PTS: 1 REF: SECTION 5.1
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2 6. The personnel director at a large company studied the eating habits of the company's employees. The director watched and recorded whether each employee brought his/her own lunch to work, ate at the company cafeteria, or went out to lunch. What method of data collection was used here? a. Direct observation. b. An experiment. c. A survey. d. A personal interview. ANS: A PTS: 1 REF: SECTION 5.1 7. Which of the following data collection methods is not observational? a. A personal interview. b. A telephone interview. c. A self-administered questionnaire. d. An experiment. ANS: D PTS: 1 REF: SECTION 5.1 TRUE/FALSE 8. "Wouldn't you agree that foreign cars are better than American cars?" is an example of a well-worded survey question. ANS: F PTS: 1 REF: SECTION 5.1 9. Self-administered surveys usually have a high response rate. ANS: F PTS: 1 REF: SECTION 5.1 10. In designing a survey, demographic questions must be avoided. ANS: F
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This note was uploaded on 09/28/2010 for the course FINOPMGT 250 taught by Professor Kumar during the Spring '10 term at University of Massachusetts Boston.

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SME_8e_Ch_05_Section_1 - CHAPTER 5 SECTION 1: DATA...

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