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Exam Flashcards

  • Side A: Wearing safety belts A.  decreases chances of getting hurt or killed B.  is the law in most states C.  should always be done, even with air bags D.  all of the above
    Side B: D

  • Side A: Talking on a cell phone while driving A.  is against the law B.  is a distraction from driving C.  can cause accidents D. all of the above
    Side B: D

  • Side A: Never leave a child or pet locked in a parked car. A.  true B.  false
    Side B: A

  • Side A: The two simultaneous activities occuring at the beginning of focus group planning relate to __ and __
    Side B: the moderator and the group

  • Side A: The different aspects of the moderator to be taken into consideration during the selection process are __
    Side B: Personality, ensuring that group members be comfortable with the demographic characteristics of the moderator, moderator should have good advertiser and business sense, moderator's fee

  • Side A: Once selected, the moderator is __ on the research problem, research goals, informational needs, timing, and other study parameters and products, materials, or other tangible items
    Side B: briefed

  • Side A: To Develop Emotional Appeal
    Side B: -emotional language-develop vivid examples-speak w/ sincerity & conviction

  • Side A: Reasoning:
    Side B: -reasoning from specific instances-reasoning from principle-causal reasoning-analogical reasoning-fallicies

  • Side A: 4 Reasons a Listener will be Persuaded:
    Side B: -emotions-credibility-evidence-reasoning

  • Side A: Alternate form reliability
    Side B: reliability determined by correlating two forms of a test.  also referred to as parallel or equivalent form reliability.  Basic design is test retest.

  • Side A: Bivariate  distribution
    Side B: representation of the relationship between two variables on a Cartesian (X, Y) coordinate system; also called a scatterplot.  

  • Side A: Coefficient alpha/ Cronbach’s alpha 
    Side B: a measure of the internal consistency of items on a test,   as the number of items increases, reliability increases.  as the average interitem correlation increases, reliability increases.  the formula shows that the alpha depends on the average correlation among items. number of items is important it relates to unreliability due to changes in content sampling and not due to changes in test administration, personal conditions, or scoring.