Question 1

Content analysis could be profitably employed in the analysis of structured questions.

Accepted Answer

A) True 
 B)False  False

Question 2

Discuss the personal interviewing methods.

Accepted Answer

Personal interviewing methods may be categorized as in-home,mall intercept,or computer-assisted.In personal in-home interviews,respondents are interviewed face-to-face in their homes.The interviewer's task is to contact the respondents,ask the questions,and record the responses.In mall intercept personal interviews,respondents are intercepted while they are shopping in malls and brought to test facilities in the malls.The interviewer then administers a questionnaire as in the in-home personal survey.The advantage of mall intercept interviews is that it is more efficient for the respondent to come to the interviewer than for the interviewer to go to the respondent.In computer-assisted personal interviewing (CAPI),the respondent sits in front of a computer terminal and answers a questionnaire on the computer screen by using the keyboard or a mouse.Help screens and courteous error messages are also provided.The colorful screens and on- and off-screen stimuli add to the respondent's interest and involvement in the task.

Question 3

Survey questionnaires may be administered in four major modes: (1)telephone interview, (2)personal interviews, (3)mall interviews,and (4)electronic interviews (Figure 6.1 in the text).

Accepted Answer

A) True 
 B)False  False

Question 4

Personal interviews conducted at central locations (mall intercept and CAPI)offer the least degree of environmental control.

Accepted Answer

A) True 
 B)False

Question 5

A sampling frame is a representation of the elements of the target population.It consists of a list or set of directions for identifying the target population.

Accepted Answer

A) True 
 B)False

Question 6

In the department store project,license plate observations could be used to establish the primary trading area of a shopping mall.Observers record the license plate numbers of the automobiles in a parking lot.This is an example of ________.

Accepted Answer

A) mechanical observation 
B) personal observation 
C) content analysis 
D) trace analysis 
A) mechanical observation 
B) personal observation 
C) content analysis 
D) trace analysis

Question 7

According to Table 6.2 in the text,the comparative evaluation of survey methods,the percentage of the total attempted interviews that are completed refers to the ________ criteria.

Accepted Answer

A) response rate 
B) control of field force 
C) social desirability/sensitive information 
D) perceived anonymity 
A) response rate 
B) control of field force 
C) social desirability/sensitive information 
D) perceived anonymity

Question 8

________ is observation that involves a researcher monitoring all relevant phenomenon,without specifying the details in advance.

Accepted Answer

A) Natural observation 
B) Contrived observation 
C) Structured observation 
D) Unstructured observation 
A) Natural observation 
B) Contrived observation 
C) Structured observation 
D) Unstructured observation

Question 9

A mail panel consists of a large,nationally representative sample of businesses that have agreed to participate in periodic mail questionnaires and product tests.

Accepted Answer

A) True 
 B)False

Question 10

The random digit dialing (rdd)technique is used to overcome the bias of business and recent numbers.

Accepted Answer

A) True 
 B)False

Question 11

________ is an approach in which data collection is based on physical traces,or evidence,of past behavior.

Accepted Answer

A) Mechanical observation 
B) Personal observation 
C) Content analysis 
D) Trace analysis 
A) Mechanical observation 
B) Personal observation 
C) Content analysis 
D) Trace analysis

Question 12

According to Table 6.2 in the text,the comparative evaluation of survey methods,interviewers and supervisors involved in data collection refers to the ________ criteria.

Accepted Answer

A) response rate 
B) control of field force 
C) social desirability/sensitive information 
D) perceived anonymity 
A) response rate 
B) control of field force 
C) social desirability/sensitive information 
D) perceived anonymity

Question 13

________ involves trained observers posing as consumers and shopping at company - or competitor-owned stores to collect data about customer-employee interaction and other marketing variables.(Choose the best answer. )

Accepted Answer

A) Personal observation 
B) Structured observation 
C) Mystery shopping 
D) Contrived observation 
A) Personal observation 
B) Structured observation 
C) Mystery shopping 
D) Contrived observation

Question 14

With the survey method of obtaining information respondents are asked a variety of questions regarding their behavior,intentions,attitudes,awareness,motivations,and demographic and lifestyle characteristics.

Accepted Answer

A) True 
 B)False

Question 15

Advantages of Web surveys over e-mail surveys include which of the following?

Accepted Answer

A) Graphs,images,animations,and links to other Web pages may be integrated into or around the survey. 
B) It is possible to validate responses as they are entered. 
C) Skip patterns can be programmed and performed automatically. 
D) All of the above are correct. 
A) Graphs,images,animations,and links to other Web pages may be integrated into or around the survey. 
B) It is possible to validate responses as they are entered. 
C) Skip patterns can be programmed and performed automatically. 
D) All of the above are correct.

Question 16

________ is a method of last resort.

Accepted Answer

A) The mail interview 
B) Content analysis 
C) Trace analysis 
D) The mall intercept interview 
A) The mail interview 
B) Content analysis 
C) Trace analysis 
D) The mall intercept interview

Question 17

Observational methods may be ________ or ________.

Accepted Answer

A) structured;unstructured 
B) direct;indirect 
C) conducted in a natural environment;conducted in a contrived environment 
D) all of the above 
A) structured;unstructured 
B) direct;indirect 
C) conducted in a natural environment;conducted in a contrived environment 
D) all of the above

Question 18

Discuss how the researcher would code and analyze data obtained from a content analysis.

Accepted Answer

Content analysis can involve tedious cod

Question 19

Telephone interviews may be further classified as traditional telephone interviews or ________ (Figure 6.1 in the text).

Accepted Answer

A) in-home 
B) computer-assisted telephone interviews (CATI) 
C) both A and B are correct 
D) none of the above 
A) in-home 
B) computer-assisted telephone interviews (CATI) 
C) both A and B are correct 
D) none of the above

Question 20

Which of the following marketing applications is not an example of trace analysis?

Accepted Answer

A) A sample of 100 magazines were examined to determine how the portrayal of women in U.S.magazine advertisements has changed over the past 10 years. 
B) The selective erosion of tiles in a museum indexed by the replacement rate was used to determine the relative popularity of exhibits. 
C) The age and condition of cars in a parking lot were used to assess the affluence of customers. 
D) The magazines people donated to charity were used to determine people's favorite magazines. 
A) A sample of 100 magazines were examined to determine how the portrayal of women in U.S.magazine advertisements has changed over the past 10 years. 
B) The selective erosion of tiles in a museum indexed by the replacement rate was used to determine the relative popularity of exhibits. 
C) The age and condition of cars in a parking lot were used to assess the affluence of customers. 
D) The magazines people donated to charity were used to determine people's favorite magazines.

Exam 6: Descriptive Research Design: Survey and Observation

Content analysis could be profitably employed in the analysis of structured questions.

Discuss the personal interviewing methods.

Survey questionnaires may be administered in four major modes: (1)telephone interview, (2)personal interviews, (3)mall interviews,and (4)electronic interviews (Figure 6.1 in the text).

Personal interviews conducted at central locations (mall intercept and CAPI)offer the least degree of environmental control.

A sampling frame is a representation of the elements of the target population.It consists of a list or set of directions for identifying the target population.

In the department store project,license plate observations could be used to establish the primary trading area of a shopping mall.Observers record the license plate numbers of the automobiles in a parking lot.This is an example of ________.

According to Table 6.2 in the text,the comparative evaluation of survey methods,the percentage of the total attempted interviews that are completed refers to the ________ criteria.

________ is observation that involves a researcher monitoring all relevant phenomenon,without specifying the details in advance.

A mail panel consists of a large,nationally representative sample of businesses that have agreed to participate in periodic mail questionnaires and product tests.

The random digit dialing (rdd)technique is used to overcome the bias of business and recent numbers.

________ is an approach in which data collection is based on physical traces,or evidence,of past behavior.

According to Table 6.2 in the text,the comparative evaluation of survey methods,interviewers and supervisors involved in data collection refers to the ________ criteria.

________ involves trained observers posing as consumers and shopping at company - or competitor-owned stores to collect data about customer-employee interaction and other marketing variables.(Choose the best answer. )

With the survey method of obtaining information respondents are asked a variety of questions regarding their behavior,intentions,attitudes,awareness,motivations,and demographic and lifestyle characteristics.

Advantages of Web surveys over e-mail surveys include which of the following?

________ is a method of last resort.

Observational methods may be ________ or ________.

Discuss how the researcher would code and analyze data obtained from a content analysis.

Telephone interviews may be further classified as traditional telephone interviews or ________ (Figure 6.1 in the text).

Which of the following marketing applications is not an example of trace analysis?

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Qualitative Research

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution,cross-Tabulation,and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

Filters

Observational methods may be or .