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18
A distortion of measurement resulting from the cognitive
behavior or actions of the witnessing observer is called observer bias.
19
At the Chicago Museum of Science and Industry, floor tiles
around the hatching-chick exhibit must be replaced every six weeks,
while tiles in other areas need not be replaced for years. This is an
example of:
A. Response latency.
B. Physiological reactions.
C. Physical trace evidence.
D. Content analysis.
E. None of the above.
20
Counterbalancing attempts to eliminate the confounding
effects of order of presentation when subjects are exposed to two or
more experimental treatments.
21
External validity refers to the question of whether the
experimental treatment was the sole cause of observed changes in the
dependent variable.
22
The type of scale utilized in marketing research will determine
the form of the statistical analysis.
23
At the race track, to say that a winning ticket pays 40 to 1 for a
winning bet indicates a ratio scale.
24
A measurement task that requires respondents to estimate the
magnitude of a characteristic or quality that a brand, store, or object
possesses is known as:
A.
Ranking