chapter 7 1. What are the primary scales of measurement? 2. Describe the constant sum scale. How is it different from the other comparative rating scales? 3. What is reliability? 4. What is validity?

5. What is the relationship between reliability and validity? chapter 8 1. What are the reasons that respondents are unwilling to answer specific questions? 2. What are the guidelines available for deciding on question wording? 3. What is the proper order for questions intended to obtain basic, classification, and identification information? chapter 9 1.Describe the sampling design process. 2.What qualitative factors should be considered in determining the sample size? 3.Describe the procedure for selecting a systematic random sample. 4.What is the major advantage of snowball sampling? chapter 10 10-2. Describe the field work/data collection process.

10-8. Describe the criteria that should be used for evaluating field workers. 10-12. How would you treat unsatisfactory responses that are discovered in editing? 10-14. What is a codebook and what is it used for? 10-17. What considerations are involved in selecting a data analysis strategy? chapter 11 11-6. What is the difference between null and alternative hypothesis? 11-9. Differentiate between Type I and Type II errors. 11-10. What statistics are available for determining the strength of association in cross-tabulation?

11-14. The current advertising campaign for a major soft-drink brand would be changed if less than 30 percent of the consumers like it. a. Formulate the null and alternative hypotheses. chapter 13 What are the key factors behind a successful report presentation?