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Humber College *

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5010

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Sociology

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Apr 3, 2024

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1. Question 1 10 Points Which of the following are not observation situations? people watching people people watching phenomena machines watching people machines watching phenomena all of the above are observation situations 2. Question 2 10 Points “How likely are you to purchase a Toyota in the next 12 months?” is an example of which type of scale? Likert behaviour semantic differential purchase intent none of the above 3. Question 3 10 Points Ranking questions generally produces ___________ level of measurement. nominal ordinal interval ratio none of the above 4. Question 4 10 Points Observational research is most effective if the observed behaviour occurs: intermittently infrequently rationally
frequently 5. Question 5 10 Points Ethnographic research is derived from which field? mathematics anthropology sociology none of the above 6. Question 6 10 Points A measurement with a true zero point, such as income, should be measured using which type of scale? nominal ordinal ratio interval none of the above 7. Question 7 10 Points The customer service department of a large department store recently received a complaint about a store associate. The store associate’s manager has been unable to detect any problems with the associate’s performance. Then the service department received another complaint concerning the same associate. Which of the following would be the best approach to investigate the situation? depth interview with associate mystery shoppers depth interview with customers close observation by the department manager one-way mirror observations 8. Question 8 10 Points
Which of the following is not a “natural” situation for observation? getting people to participate in a simulated store situation so that their behaviour can be observed when the observed has no knowledge that they are being observed observer plays no part in the behaviour of interest (a) and (c) all of the above 9. Question 9 10 Points Observing consumers’ behaviour through a one-way mirror is a common type of: open observation disguised observation structured observation unstructured observation 10. Question 10 10 Points Mystery Shoppers have been used to evaluate the service employees are providing customers. True False
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