_____ represent(s) the documented history of a particular person, group, organization, or event.
a. Case studies
b. Phenomenology
c. netnography
d. Attribution theory
Question 2When response alternatives are listed for a multiple-response question, the _______________ alternative has a greater chance of being chosen.
a. first c. center
b. last d. penultimate
Question 3When Arbitron has its own staff verify the accuracy of radio-station call letters (e.g. KMOX) to ensure that they are possible radio call letters in the geographical area of the respondent, this is an example of _____.
a. external editing
b. in-house editing
c. in-house coding
d. external coding
Question 4Which of the following marketing communications strategies guides the manager to induce purchase and focuses on creating positive feelings for the brand?
a. informative c. habit formation
b. affective d. self-satisfaction
Question 5Making a profit is the key to successful marketing.
Indicate whether the statement is true or false
Question 6What is the distinguishing characteristic of grounded theory?
a. Culture is analyzed by participant-observation in which the researcher becomes grounded in the culture over a long period of time.
b. It relies on analysis of texts in which a person tells a story about him- or herself.
c. The interplay among respondents allows them to piggyback off of each other's ideas.
d. It does not begin with a theory but instead extracts one from whatever emerges from an area of inquiry.
Question 7When a list of numbers (such as prices or how many times per week a respondent visits a store) is given for the alternatives in a multiple-response question, there is a high probably that position bias will occur. In this case, the bias would be
a. toward the lowest numbers
b. toward the central position
c. toward the highest numbers
d. toward the first number in the series
e. toward the last number in the series
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