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Chapter 10
Surveys
3. All of the following are sources of error in communication research except _____.
A. measurement questions
B. observers
C. survey instruments
D. interviewers
E. participants
4. Emma is responding to a survey about her experience using the NetFlix DVD delivery
service. One set of questions on the survey asks questions such as "How satisfied are you with
your overall experience with NetFlix?" The survey response options provided are Strongly
Agree to Strongly Disagree. Which of the following sources of error in communication
research is present in this example?
A. Measurement questions
B. Observers
C. Interviewers
D. Participants
E. All of the above
5. Rachel is conducting telephone interviews for Blockbuster on perceptions of its new "No
Late Fees" program. When she interviews customers of the NetFlix service, she tends to
change the wording of the question, "How loyal are you to using Blockbuster for your DVD
rental needs?" to "So you aren't loyal to Blockbuster, are you?" Which of the following
sources of error in communication research is present in this example?
A. Measurement questions
B. Observers
C. Interviewers
D. Participants
E. All of the above
6. Mike resents getting calls from telemarketers and pollsters. A research firm called
yesterday to question him concerning his preference for radio stations. When Mike was asked
to report his household income, he inflated his income to the highest range offered. He also
misreported his age and occupation. Which of the following sources of error in
communication research is presented in this example?
A. Measurement questions
B. Observers
C. Interviewers
D. Participants
E. All of the above
7. The failure to secure full participant cooperation for a study can result in _____ error.
A. measurement
B. instrumentation
C. data entry
D. sampling
E. nonresponse
10. Which of the following factors will tend to decrease participant motivation?
A. Prestige of research sponsor
B. Perceived importance of the topic
C. Interest in the topic
D. Competing activities
E. Conscientiousness
11. A study reported in the Journal of Management Research concluded that individuals are
more motivated to respond to surveys when _____.
A. the topic is salient
B. incentives are offered
C. respondents have a strong social network
D. they can respond at work
E. they know others like themselves have already responded
12. _____ occurs when the responses of participants differ in some systematic way from the
responses of nonparticipants.
A. Measurement error
B. Data entry error
C. Sampling error
D. Response error
E. Nonresponse error
13. David's Bridal is conducting a survey of the trends in dress preferences among women
who will marry sometime in the next year. Surveys were mailed to 100,000 women but only
1,000 responded resulting in a response rate of 1%. This study is threatened by _____.
A. nonresponse error
B. response error
C. sampling error
D. measurement error
E. coverage error
14. A telephone survey asks participants whether they have donated money to the Tsunami
Relief Fund. This type of question is subject to _____.
A. nonresponse bias
B. acquiescence
C. social desirability bias
D. satisficing
E. sampling error
15. The tendency for respondents to give answers that are perceived as being socially
desirable, whether or not the answers are truthful, is known as _____.
A. nonresponse
B. item nonresponse
C. acquiescence
D. social desirability responding
E. impression management
18. Which type of communication data collection is typically the lowest-cost option?
A. Self-administered
B. Telephone interview
C. Personal interview
D. Record analysis
E. Observation
19. An instrument completed by the participant without additional contact with an interviewer
beyond the initial delivery of the instrument is called a _____.
A. computer-assisted self-interview
B. disk-by-mail survey
C. mail survey
D. self-administered questionnaire
E. web survey
20. Which of the following is not a reason for the growth in web-based surveys?
A. Participant perceptions of anonymity
B. Ability to use visual stimuli
C. Speed of response
D. Cost efficiencies
E. Internet penetration rates
21. Surveys delivered via the Internet reduce costs by eliminating the costs associated with
_____.
A. interviewers
B. postage
C. data entry
D. printing
E. all of the above
23. Which of the following types of telephone calls are forbidden for individuals participating
in the national Do Not Call registry?
A. Political polling
B. Telephone surveys
C. Requests for charitable donations
D. Telemarketing
E. All of the above
24. The survey mode with the greatest perceived anonymity is the _____.
A. electronic mail survey
B. mail survey
C. telephone survey
D. person-administered survey
E. intercept survey
25. The respondents' perceptions that the interviewer will not be able to discern their identity
refers to the _____.
A. response rate
B. social desirability responding
C. perception of anonymity
D. refusal rate
E. incidence rate
26. One rule of thumb is that participants should be able to answer the questions in a self-
administered survey in no more than _____.
A. 10 minutes
B. 15 minutes
C. 30 minutes
D. 45 minutes
E. there are no guidelines related to survey length
27. The _____ suggests that a participant's burden should be minimized in the survey
response process by creating surveys that are easy to read, offer clear response directions,
include personalized communication, notify the participant about the survey in advance, and
encourage the respondent to participate.
A. Survey Design Bible
B. economic decision making literature
C. Total Design Method
D. Gallup organization
E. theory of reciprocation
28. Which type of incentive has been shown to consistently improve response rates to
surveys?
A. Free product samples
B. Money
C. Gift certificates
D. Prize draw chance
E. Receipt of post-study results
29. Response rates to self-administered surveys can be improved by using all of the following
techniques except _____.
A. advance notification
B. reminders
C. promise of anonymity
D. monetary incentives
E. appeal for participation
30. The presence of a(n) _____ is the primary difference between a computer-assisted
telephone interview and a computer-administered telephone survey.
A. computer
B. human interviewer
C. supervisor
D. participant
E. recording device
31. Phoebe is working at a call center for a research company. She has a carrel with a personal
computer that is networked to the phone system and to the central data processing unit. The
computer selects telephone numbers, dials each number, and accepts responses as Phoebe
enters what the respondents tell her. A software program prompts her with each question and
precoded response options. Phoebe is collecting data using _____.
A. computer-assisted telephone interviewing
B. OTS software
C. computer-administered telephone surveys
D. computer-delivered surveys
E. computer-assisted personal interviewing
32. For which type of telephone interview is the refusal rate the highest?
A. Computer-assisted telephone interviewing
B. OTS
C. Computer-administered telephone surveys
D. Computer-delivered surveys
E. Computer-assisted personal interviewing
33. The ratio of participants who decline the interview to all eligible contacts is the _____
rate.
A. nonresponse
B. noncontact
C. incidence
D. refusal
E. reachable
34. Which term below refers to the ratio of potential contacts that were never reached to all
potential contacts?
A. Nonresponse
B. Noncontact
C. Incidence
D. Refusal
E. Reachable
35. Which of the following trends is increasing the noncontact rate associated with telephone
surveys?
A. Penetration of mobile telephones
B. Replacement of land line telephones with mobile telephones
C. Caller id systems
D. Voice mail
E. All of the above
36. Which of the following trends is increasing the refusal rate associated with telephone
surveys?
A. Penetration of mobile telephones
B. Replacement of land line telephones with mobile telephones
C. Caller id systems
D. Negative attitudes toward survey participation
E. Voice mail
37. Which limitation listed below can be overcome by the use of random digit dialing in
telephone surveys?
A. Inaccessible households
B. Inaccurate or private listings in the telephone book
C. Limited interview length
D. Ease of interview termination
E. Low participant involvement
39. Which of the following is not a type of personal interview data collection method?
A. In-home
B. Mall intercept
C. Computer-assisted personal interview
D. Electronic mail
E. All of the above are personal interview methods
42. Which term is used to describe the act of surveying prospects or customers who have
given permission for such engagement?
A. Opt-in
B. Choice
C. Opt-out
D. Permission surveying
E. Direct surveying
43. Which data collection mode imposes the fewest time constraints on the participant?
A. Mail
B. Telephone
C. Computer-administered
D. CATI
E. CAPI
44. In considering the use of a Web survey for conducting polls of the general population, the
greatest disadvantage of the mode is _____.
A. cost
B. time constraints
C. Internet coverage
D. dial-up modems
E. inability to use monetary incentives
45. Alex is responding to a computer-administered telephone survey. The computer instructs
Alex to respond by choosing the appropriate answer using his telephone key pad such that 1 =
yes and 2 = no. This system is using the _____ mode of computer-administered survey.
A. automatic speech recognition
B. voice recognition
C. automatic entry
D. touch-tone data entry
E. record analysis
47. Computer-administered telephone surveys that can recognize yes and no answers spoken
by respondents are of the _____ mode.
A. automatic speech recognition
B. voice recognition
C. automatic entry
D. touch-tone data entry
E. record analysis
48. The Internet is fastest growing survey data collection mode. Which of the following is not
a reason for the growth in this mode?
A. Speed of response
B. Cost savings
C. Elimination of data entry
D. Ease of providing monetary incentives
E. All of the above are reasons
49. When a participant does not know the answer to a survey question, but there isn't a "Don't
Know" response option offered, _____ will occur.
A. response bias
B. measurement error
C. sampling error
D. nonresponse bias
E. unit nonresponse
50. Which type of data collection mode is most appropriate for a survey requiring 45 minutes
to complete?
A. Telephone
B. Computer-administered telephone
C. Mail
D. Online
E. Intercept
Essay Questions
51. Identify the three sources of error in communication research. Explain how each source
can contribute to error.
52. Explain the meaning of nonresponse error. How can researchers reduce the potential for
nonresponse error?
53. Off-the-shelf Web survey software offers many advantages over traditional programming
for researchers as they build surveys for deployment on the Internet. Identify five of these
advantages.
54. Compare and contrast computer-assisted telephone interviewing with the use of computer-
administered telephone surveys.
Level: easy
2. Surveys are used in _____ research studies.
A. monitoring
B. communication
C. observation
D. behavioral observation
E. nonbehavioral observation
Level: easy
3. All of the following are sources of error in communication research except _____.
A. measurement questions
B. observers
C. survey instruments
D. interviewers
E. participants
Level: moderate
4. Emma is responding to a survey about her experience using the NetFlix DVD delivery
service. One set of questions on the survey asks questions such as "How satisfied are you with
your overall experience with NetFlix?" The survey response options provided are Strongly
Agree to Strongly Disagree. Which of the following sources of error in communication
research is present in this example?
A. Measurement questions
B. Observers
C. Interviewers
D. Participants
E. All of the above
Level: difficult
5. Rachel is conducting telephone interviews for Blockbuster on perceptions of its new "No
Late Fees" program. When she interviews customers of the NetFlix service, she tends to
change the wording of the question, "How loyal are you to using Blockbuster for your DVD
rental needs?" to "So you aren't loyal to Blockbuster, are you?" Which of the following
sources of error in communication research is present in this example?
A. Measurement questions
B. Observers
C. Interviewers
D. Participants
E. All of the above
Level: difficult
6. Mike resents getting calls from telemarketers and pollsters. A research firm called
yesterday to question him concerning his preference for radio stations. When Mike was asked
to report his household income, he inflated his income to the highest range offered. He also
misreported his age and occupation. Which of the following sources of error in
communication research is presented in this example?
A. Measurement questions
B. Observers
C. Interviewers
D. Participants
E. All of the above
Level: moderate
7. The failure to secure full participant cooperation for a study can result in _____ error.
A. measurement
B. instrumentation
C. data entry
D. sampling
E. nonresponse
Level: difficult
8. Interviewer error may be caused by _____.
A. an unwillingness to participate
B. participant faulty recall
C. the falsification of answers
D. social desirability responding
E. all of the above
Level: moderate
9. Which type of error occurs when the interviewer summarizes or interprets participant
answers?
A. Measurement
B. Instrumentation
C. Data entry
D. Sampling
E. Nonresponse
Level: easy
10. Which of the following factors will tend to decrease participant motivation?
A. Prestige of research sponsor
B. Perceived importance of the topic
C. Interest in the topic
D. Competing activities
E. Conscientiousness
Level: moderate
11. A study reported in the Journal of Management Research concluded that individuals are
more motivated to respond to surveys when _____.
A. the topic is salient
B. incentives are offered
C. respondents have a strong social network
D. they can respond at work
E. they know others like themselves have already responded
Level: moderate
12. _____ occurs when the responses of participants differ in some systematic way from the
responses of nonparticipants.
A. Measurement error
B. Data entry error
C. Sampling error
D. Response error
E. Nonresponse error
Level: easy
13. David's Bridal is conducting a survey of the trends in dress preferences among women
who will marry sometime in the next year. Surveys were mailed to 100,000 women but only
1,000 responded resulting in a response rate of 1%. This study is threatened by _____.
A. nonresponse error
B. response error
C. sampling error
D. measurement error
E. coverage error
Level: difficult
14. A telephone survey asks participants whether they have donated money to the Tsunami
Relief Fund. This type of question is subject to _____.
A. nonresponse bias
B. acquiescence
C. social desirability bias
D. satisficing
E. sampling error
Level: moderate
15. The tendency for respondents to give answers that are perceived as being socially
desirable, whether or not the answers are truthful, is known as _____.
A. nonresponse
B. item nonresponse
C. acquiescence
D. social desirability responding
E. impression management
Level: moderate
Level: easy
17. Self-administered questionnaires may be delivered via all of the following channels except
_____.
A. mail
B. fax
C. telephone
D. Internet
E. disk-by-mail
Level: easy
18. Which type of communication data collection is typically the lowest-cost option?
A. Self-administered
B. Telephone interview
C. Personal interview
D. Record analysis
E. Observation
Level: easy
19. An instrument completed by the participant without additional contact with an interviewer
beyond the initial delivery of the instrument is called a _____.
A. computer-assisted self-interview
B. disk-by-mail survey
C. mail survey
D. self-administered questionnaire
E. web survey
Level: easy
20. Which of the following is not a reason for the growth in web-based surveys?
A. Participant perceptions of anonymity
B. Ability to use visual stimuli
C. Speed of response
D. Cost efficiencies
E. Internet penetration rates
Level: moderate
21. Surveys delivered via the Internet reduce costs by eliminating the costs associated with
_____.
A. interviewers
B. postage
C. data entry
D. printing
E. all of the above
Level: easy
Level: moderate
23. Which of the following types of telephone calls are forbidden for individuals participating
in the national Do Not Call registry?
A. Political polling
B. Telephone surveys
C. Requests for charitable donations
D. Telemarketing
E. All of the above
Level: moderate
24. The survey mode with the greatest perceived anonymity is the _____.
A. electronic mail survey
B. mail survey
C. telephone survey
D. person-administered survey
E. intercept survey
Level: easy
25. The respondents' perceptions that the interviewer will not be able to discern their identity
refers to the _____.
A. response rate
B. social desirability responding
C. perception of anonymity
D. refusal rate
E. incidence rate
Level: moderate
26. One rule of thumb is that participants should be able to answer the questions in a self-
administered survey in no more than _____.
A. 10 minutes
B. 15 minutes
C. 30 minutes
D. 45 minutes
E. there are no guidelines related to survey length
Level: moderate
27. The _____ suggests that a participant's burden should be minimized in the survey
response process by creating surveys that are easy to read, offer clear response directions,
include personalized communication, notify the participant about the survey in advance, and
encourage the respondent to participate.
A. Survey Design Bible
B. economic decision making literature
C. Total Design Method
D. Gallup organization
E. theory of reciprocation
Level: moderate
28. Which type of incentive has been shown to consistently improve response rates to
surveys?
A. Free product samples
B. Money
C. Gift certificates
D. Prize draw chance
E. Receipt of post-study results
Level: moderate
29. Response rates to self-administered surveys can be improved by using all of the following
techniques except _____.
A. advance notification
B. reminders
C. promise of anonymity
D. monetary incentives
E. appeal for participation
Level: difficult
30. The presence of a(n) _____ is the primary difference between a computer-assisted
telephone interview and a computer-administered telephone survey.
A. computer
B. human interviewer
C. supervisor
D. participant
E. recording device
Level: easy
31. Phoebe is working at a call center for a research company. She has a carrel with a personal
computer that is networked to the phone system and to the central data processing unit. The
computer selects telephone numbers, dials each number, and accepts responses as Phoebe
enters what the respondents tell her. A software program prompts her with each question and
precoded response options. Phoebe is collecting data using _____.
A. computer-assisted telephone interviewing
B. OTS software
C. computer-administered telephone surveys
D. computer-delivered surveys
E. computer-assisted personal interviewing
Level: moderate
32. For which type of telephone interview is the refusal rate the highest?
A. Computer-assisted telephone interviewing
B. OTS
C. Computer-administered telephone surveys
D. Computer-delivered surveys
E. Computer-assisted personal interviewing
Level: moderate
33. The ratio of participants who decline the interview to all eligible contacts is the _____
rate.
A. nonresponse
B. noncontact
C. incidence
D. refusal
E. reachable
Level: easy
34. Which term below refers to the ratio of potential contacts that were never reached to all
potential contacts?
A. Nonresponse
B. Noncontact
C. Incidence
D. Refusal
E. Reachable
Level: moderate
35. Which of the following trends is increasing the noncontact rate associated with telephone
surveys?
A. Penetration of mobile telephones
B. Replacement of land line telephones with mobile telephones
C. Caller id systems
D. Voice mail
E. All of the above
Level: easy
36. Which of the following trends is increasing the refusal rate associated with telephone
surveys?
A. Penetration of mobile telephones
B. Replacement of land line telephones with mobile telephones
C. Caller id systems
D. Negative attitudes toward survey participation
E. Voice mail
Level: moderate
37. Which limitation listed below can be overcome by the use of random digit dialing in
telephone surveys?
A. Inaccessible households
B. Inaccurate or private listings in the telephone book
C. Limited interview length
D. Ease of interview termination
E. Low participant involvement
Level: moderate
38. Personal interviewing with computer-sequenced questions capable of employing
visualization techniques is called _____.
A. computer-assisted telephone interviewing
B. computer-administered telephone interviewing
C. computer-assisted personal interviewing
D. computer-administered surveying
E. personal-assisted computer interviewing
Level: easy
39. Which of the following is not a type of personal interview data collection method?
A. In-home
B. Mall intercept
C. Computer-assisted personal interview
D. Electronic mail
E. All of the above are personal interview methods
Level: moderate
Level: moderate
41. Brittany is considering an intercept survey as the data collection mode for the drinking
behavior and sexual activity study. To execute this type of study, she could _____.
A. email students
B. send a survey to a student's permanent address
C. approach students outside the dining hall
D. telephone students using cell phone numbers
E. text message students
Level: easy
42. Which term is used to describe the act of surveying prospects or customers who have
given permission for such engagement?
A. Opt-in
B. Choice
C. Opt-out
D. Permission surveying
E. Direct surveying
Level: moderate
43. Which data collection mode imposes the fewest time constraints on the participant?
A. Mail
B. Telephone
C. Computer-administered
D. CATI
E. CAPI
Level: moderate
44. In considering the use of a Web survey for conducting polls of the general population, the
greatest disadvantage of the mode is _____.
A. cost
B. time constraints
C. Internet coverage
D. dial-up modems
E. inability to use monetary incentives
Level: difficult
Level: easy
Level: easy
47. Computer-administered telephone surveys that can recognize yes and no answers spoken
by respondents are of the _____ mode.
A. automatic speech recognition
B. voice recognition
C. automatic entry
D. touch-tone data entry
E. record analysis
Level: easy
48. The Internet is fastest growing survey data collection mode. Which of the following is not
a reason for the growth in this mode?
A. Speed of response
B. Cost savings
C. Elimination of data entry
D. Ease of providing monetary incentives
E. All of the above are reasons
Level: moderate
49. When a participant does not know the answer to a survey question, but there isn't a "Don't
Know" response option offered, _____ will occur.
A. response bias
B. measurement error
C. sampling error
D. nonresponse bias
E. unit nonresponse
Level: difficult
50. Which type of data collection mode is most appropriate for a survey requiring 45 minutes
to complete?
A. Telephone
B. Computer-administered telephone
C. Mail
D. Online
E. Intercept
Level: moderate
Essay Questions
51. Identify the three sources of error in communication research. Explain how each source
can contribute to error.
The three major sources of error in communication research are measurement questions and
survey instruments, interviewers, and participants. Measurement error occurs if inappropriate
questions are used, if the questions are asked in an inappropriate order, if the instructions used
are faulty and if the response options are faulty. Interviewer error can be introduced if the
interviewer fails to secure cooperation from participants, leads the respondent, introduces bias
through his or her physical presence, fails to establish an appropriate interview environment,
or falsifies answers. Participants create error when they fail to participate, fail to provide a
correct answer or fail to provide a complete answer.
Level: moderate
52. Explain the meaning of nonresponse error. How can researchers reduce the potential for
nonresponse error?
Nonresponse error is the bias that occurs when those who do not respond to a survey are
systematically different from those who do respond. The best defense against nonresponse
error is a good response rate. The higher the response rate, the less likely it is that those who
did not respond are different from those that did. It is important to note that a low response
rate does not automatically mean that nonresponse bias exists in the results. Rather, it means
that the potential for that bias exists.
Level: moderate
53. Off-the-shelf Web survey software offers many advantages over traditional programming
for researchers as they build surveys for deployment on the Internet. Identify five of these
advantages.
There are several strengths associated with using survey software for the Web. Questionnaires
are designed in a word processing environment. Questions can be imported from text files.
Many packages come with question and scale libraries. Some programs also include an
analysis component for the reporting of results. Depending on the software and hardware
available, incoming data may be viewed in real-time. Software packages may also offer
advanced features like the ability for question piping, branching, and randomization of
questions and response categories.
Level: moderate
54. Compare and contrast computer-assisted telephone interviewing with the use of computer-
administered telephone surveys.
Level: moderate
Another random document with
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Close equivalents of the culture-areas of American ethnologists
are in fact recognized by European archæologists. Thus, Déchelette
distinguishes seven “geographical provinces” in the Bronze Age of
Europe, as follows: 1, Ægean (Greece, islands, coast of Asia Minor);
2, Italian (with Sicily and Sardinia); 3, Iberian (Spain, Portugal,
Balearics); 4, Western (France, Great Britain, Ireland, Belgium,
southern Germany, Switzerland, Bohemia); 5, Danubian (Hungary,
Moravia, the Balkan countries); 6, Scandinavian (including northern
Germany and the Baltic coast); 7, Uralic (Russia and western
Siberia).
The fourteen hundred years generally allowed the Scandinavian
Bronze Age are divisible into five or six periods,[35] which become
progressively shorter.
1. The south [of Europe, with the Near East] was the vanguard and
dispensing source of culture; the peripheral regions, especially in the north
[of Europe] followed and received.
2. The elements of southern culture were transmitted to the north only in
reduction and extract.
3. They were also subject to modifications.
4. These elements of southern culture sometimes appeared in the
remoter areas with great vigor and new qualities of their own.
5. But such remote appearances are later in time than the occurrence of
the same elements in the south.
6. Forms of artifacts or ornaments may survive for a long time with but
little modification, especially if transmitted to new territory.
7. Separate elements characteristic of successive periods in a culture
center may occur contemporaneously in the marginal areas, their diffusion
having occurred at different rates of speed.
8. Marginal cultures thus present a curious mixture of traits whose
original age is great and of others that are much newer; the latter, in fact,
occasionally reach the peripheries earlier than old traits.
238. The early focal area.—239. Egypt and Sumer and their background.
—240. Predynastic Egypt.—241. Culture growth in dynastic Egypt.—
242. The Sumerian development.—243. The Sumerian hinterland.—
244. Entry of Semites and Indo-Europeans.—245. Iranian peoples
and cultures.—246. The composite culture of the Near East.—247.
Phœnicians, Aramæans, Hebrews.—248. Other contributing
nationalities.—249. Ægean civilization.—250. Europe.—251. China.—
252. Growth and spread of Chinese civilization.—253. The Lolos.—
254. Korea.—255. Japan.—256. Central and northern Asia.—257.
India.—258. Indian caste and religion.—259. Relations between India
and the outer world.—260. Indo-China.—261. Oceania.—262. The
East Indies.—263. Melanesia and Polynesia.—264. Australia.—265.
Tasmania.—266. Africa.—267. Egyptian radiations.—268. The
influence of other cultures.—269. The Bushmen.—270. The West
African culture-area and its meaning.—271. Civilization, race, and the
future.