David Is a Market Researcher Who Has Just Been Hired

question 5

Multiple Choice

David is a market researcher who has just been hired by a toothpaste manufacturer to determine what the dental profession thinks about their new whitening toothpaste. David has a list of dentists that he obtained last year from a past client. Should David use that list he would be:

• A) too survey oriented in his approach.
• B) neglecting the rights of the respondent.
• C) improving his efficiency.
• D) maintaining research integrity.

Apply the null hypothesis concept in various contexts to test for associations or differences between groups.

Determine the appropriate null hypothesis for given research questions or data analyses.

Calculate expected counts and contributions to chi-square statistics.

Use the Poisson distribution to analyze rare events data.

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Definitions:

Higher Order Conditioning

A learning process whereby a stimulus that has been conditioned to produce a particular response is used in turn to condition a second stimulus to produce the same response.

Extinction

In psychology, the gradual weakening and eventual disappearance of a conditioned response.

Shaping

A behavioral psychology technique that reinforces behavior closer and closer to a desired goal, used in teaching new behaviors.

Step-by-step Reinforcement

The process of enhancing desired behaviors through a systematic approach that rewards successive approximations of the target behavior.