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? 3. Which of the following must be avoided in designing a survey? 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? 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? 7. Which of the following data collection methods is not observational? 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.
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