Deck 5: Research

Question 1

Which of the following is an example of qualitative research?

A) a Likert-type scaled survey
B) a telephone poll
C) a focus group
D) an employee survey

Answer 1

C

Question 2

A term that best describes the nature of the omnibus survey is

A) targeted.
B) stealth.
C) piggyback.
D) stratified sample.

Answer 2

C

Question 3

The use of existing information in books,articles,and electronic databases is known as

A) secondary research.
B) primary research.
C) summative research.
D) qualitative research.

Answer 3

A

Question 4

Content analysis essentially revolves around

A) database management.
B) copy testing.
C) piggybacking.
D) counting and categorizing.

Question 5

The most precise random sampling is usually done from

A) lists that give the name of everyone in the targeted audience.
B) federal government agencies.
C) specialized public relations firms.
D) impetus from exploratory focus groups.

Question 6

A systematic analysis of communication that includes searching and counting key words or concept references is

A) benchmarking.
B) cultivation analysis.
C) content analysis.
D) concept testing.

Question 7

When the representatives of the target audience are asked to read or view materials in draft form before it is mass-produced and distributed is referred to as

A) copy testing.
B) split messaging.
C) benchmarking.
D) piggybacking.

Question 8

An observational technique in an "anthropological" form is known as

A) ethnographic technique .
B) copy testing.
C) scene sampling.
D) split-messaging.

Question 9

Which is NOT indicative of a focus group?

A) almost exclusively used in media research
B) usually 8-12 participants
C) trained facilitator
D) qualitative research

Question 10

Which is NOT a guideline when preparing a survey?

A) limit possible answers
B) edit out leading questions
C) use closed-ended answers
D) state the objectives of the survey

Question 11

Biased wording on questionnaires is often a by-product of

A) poor construction of survey questions.
B) economic considerations.
C) affiliations (party/politics) of agencies administering surveys.
D) advocacy research.

Question 12

An intercept interview would most likely occur in a

A) stealth, front-group campaign.
B) political campaign.
C) pairing with ethnographic procedures.
D) shopping mall.

Question 13

When is research valid?

A) When it supports a company or client's position
B) When it measures what it purports to measure
C) When it gauges support for a cause
D) When results are not consistent and stable

Question 14

A typical "margin of error" for a sample of 100 people is

A) 1 percent.
B) 10 percent.
C) 3 percent.
D) 8 percent.

Question 15

Which is NOT a popular,"acceptable" online database for a literature review?

A) Factiva
B) LexisNexis
C) Wikipedia
D) ProQuest

Question 16

A scale (oftentimes with five points)that probes depth of feeling among respondents is called a

A) Thurstone scale.
B) semantic differential.
C) content analysis.
D) Likert-type scale.

Question 17

Which of the following is a biased question?

A) Do you believe college bookstores charge a fair price for textbooks?
B) Do you believe college bookstores should sell texts to students at cost?
C) Do you believe that college bookstores should stop charging excessive prices for textbooks?
D) Do you believe that college bookstores should charge students on financial aid less money for texts?

Question 18

What is a problem with Web and e-mail surveys?

A) cost
B) time
C) self-report bias
D) low response rate

Question 19

Highly charged words that elicit an emotional reaction from survey respondents indicate this type of research

A) market
B) advocacy
C) omnibus
D) government

Question 20

The most expensive form of research is

A) a survey.
B) a focus group.
C) local market research.
D) personal interviews.

Question 21

You are moderating and coordinating a focus group on behalf of a popular national tire brand.The company is targeting younger consumers.What "types" of people would comprise the 12-person group,and what would be the three strong questions (outside of group "introductions")that would set a tone and get the conversation going? NOTE: you should NOT mention the word "tire",or even the notion of "auto" or "car",in these first three questions.

Question 22

Telephone surveys generally have high response rates.

Question 23

You have been asked to do a Web and e-mail based survey of students on your campus regarding underage smoking.What are some things you need to consider? What are some pitfalls?

Question 24

Qualitative data is often called "soft" data.

Question 25

Gallup and Harris are popular government-based organizations.

Question 26

An "intercept" interview usually involves the cross-pollination of ideas among related departments,such as marketing and advertising,in order to intercept key ideas of like stakeholders.

Question 27

In basic terms,research is a form of speaking to audiences.

Question 28

Secondary research refers to data or information that originally comes from another source.

Question 29

An e-mail survey is less expensive than conducting personal interviews.

Question 30

Most organizational crises come from unexpected natural or uncontrollable disasters.

Question 31

Copy testing,at its most basic level,refers to the assembling of news clips in a scrapbook to count the number of column inches generated about a particular organization or issue.

Question 32

In general,because of their straightforward style,Likert-type survey questions are good for examining respondents' perceptions and attitudes.