Question 1

Which of the following statements is not correct about computer-assisted telephone interviewing (CATI)?

Accepted Answer

A) The computer checks the responses for appropriateness and consistency. 
B) Interviewing time is reduced,data quality is enhanced,and the laborious steps in the data-collection process,coding questionnaires and entering the data into the computer,are eliminated. 
C) Multiple questions appear on the screen at one time. 
D) Interim and update reports on data collection or results can be provided almost instantaneously. 
A) The computer checks the responses for appropriateness and consistency. 
B) Interviewing time is reduced,data quality is enhanced,and the laborious steps in the data-collection process,coding questionnaires and entering the data into the computer,are eliminated. 
C) Multiple questions appear on the screen at one time. 
D) Interim and update reports on data collection or results can be provided almost instantaneously.

Question 2

Briefly discuss mechanical observation.What is it and why is it used? Describe two devices used for mechanical observation that do not require the respondent's direct participation.

Accepted Answer

In mechanical observation,mechanical dev

Question 3

The extent to which the respondent can interact with the interviewer and survey questionnaire refers to the ________.

Accepted Answer

A) flexibility of data collection 
B) sample control 
C) response rate 
D) control of data collection environment 
A) flexibility of data collection 
B) sample control 
C) response rate 
D) control of data collection environment

Question 4

Which statement is false concerning the different observation methods?

Accepted Answer

A) Mechanical observation can vary widely from low to high structure depending upon on the methods used. 
B) The degree of disguise is low in the case of audits,as it is difficult to conceal the identity of auditors. 
C) Observation bias is high in the case of mechanical observation because a human observer is involved. 
D) The ability to observe in a natural setting is low in trace analysis because the observation takes place after the behavior has occurred. 
A) Mechanical observation can vary widely from low to high structure depending upon on the methods used. 
B) The degree of disguise is low in the case of audits,as it is difficult to conceal the identity of auditors. 
C) Observation bias is high in the case of mechanical observation because a human observer is involved. 
D) The ability to observe in a natural setting is low in trace analysis because the observation takes place after the behavior has occurred.

Question 5

When Canon Cameras was losing market share in the United States to Minolta,Canon decided that its distributor,Bell & Howell,was not giving adequate support.Canon sent Tatehiro Tsuruta to the United States to look into the problem.On entering a camera store,he would act just like a customer.He would note how the cameras were displayed and how the clerks served customers.Canon utilized ________,________ observation in a ________ setting.

Accepted Answer

A) unstructured;disguised;contrived 
B) unstructured;disguised;natural 
C) structured;undisguised;natural 
D) structured;undisguised;contrived 
A) unstructured;disguised;contrived 
B) unstructured;disguised;natural 
C) structured;undisguised;natural 
D) structured;undisguised;contrived

Question 6

Discuss the traditional mail interview method and the typical mail interview package.

Accepted Answer

In the traditional mail interview,questi

Question 7

If the use of physical stimuli is necessary,such as the product,a product prototype,commercials,or promotional displays during the interview,in-home interviews are preferable to personal interviews conducted at central locations (mall intercept and CAPI).

Accepted Answer

A) True 
 B)False

Question 8

The degree of interaction the respondent has with the interviewer and the questionnaire,as well as the ability to actually see the questions,refers to the ________.

Accepted Answer

A) respondent control 
B) sample control 
C) diversity of questions that can be asked in a survey 
D) control of data collection environment 
A) respondent control 
B) sample control 
C) diversity of questions that can be asked in a survey 
D) control of data collection environment

Question 9

In the traditional mail interview,questionnaires are mailed to random potential respondents.

Accepted Answer

A) True 
 B)False

Question 10

What are the main disadvantages of mobile surveys in terms of the task factors of Table 6.2?

Accepted Answer

The main disadvantages of mobile surveys

Question 11

Decisions related to the ________ portion of the mail interview package involve sponsorship,personalization,and type of appeal (Table 6.1 in the text).

Accepted Answer

A) outgoing envelope 
B) cover letter 
C) questionnaire 
D) incentive 
A) outgoing envelope 
B) cover letter 
C) questionnaire 
D) incentive

Question 12

Table 6.2 in the text provides a comparative evaluation of survey methods.Which two methods were shown as high on the flexibility of data collection criteria?

Accepted Answer

A) in-home interviews;computer assisted telephone interviews (CATI) 
B) in-home interviews;mall intercept interviews 
C) Internet;mall intercept interviews 
D) computer assisted telephone interviews (CATI);mall intercept interviews 
A) in-home interviews;computer assisted telephone interviews (CATI) 
B) in-home interviews;mall intercept interviews 
C) Internet;mall intercept interviews 
D) computer assisted telephone interviews (CATI);mall intercept interviews

Question 13

Because of the mail panel members' commitment,the response rates can approach 80 percent.

Accepted Answer

A) True 
 B)False

Question 14

Telephones offer access to geographically dispersed respondents and hard to reach areas.

Accepted Answer

A) True 
 B)False

Question 15

Limitations of e-mail surveys include all of the following except ________.

Accepted Answer

A) Questionnaires cannot utilize programmed skip patterns,logic checks,or randomization 
B) Skipping instructions (e.g. ,"If the answer to question 5 is yes,go to question 9")must appear explicitly,just as on paper 
C) There is inherent self-selection bias 
D) Some e-mail software products limit the length of the body of an e-mail message 
A) Questionnaires cannot utilize programmed skip patterns,logic checks,or randomization 
B) Skipping instructions (e.g. ,"If the answer to question 5 is yes,go to question 9")must appear explicitly,just as on paper 
C) There is inherent self-selection bias 
D) Some e-mail software products limit the length of the body of an e-mail message

Question 16

With computer automated telephone surveying,human intervention is needed to record the questions to be asked during the phone survey.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is a disadvantage of the survey method of data collection?

Accepted Answer

A) The questionnaire is simple to administer. 
B) The data obtained are reliable because the responses are limited to the alternatives stated. 
C) Wording questions properly is not easy. 
D) Coding,analysis,and interpretation of data are relatively simple. 
A) The questionnaire is simple to administer. 
B) The data obtained are reliable because the responses are limited to the alternatives stated. 
C) Wording questions properly is not easy. 
D) Coding,analysis,and interpretation of data are relatively simple.

Question 18

Unstructured observation is most appropriate for conclusive research.

Accepted Answer

A) True 
 B)False

Question 19

Which statement is not true about natural observation?

Accepted Answer

A) The observed phenomenon will more accurately reflect the true phenomenon. 
B) A disadvantage of natural observation is the cost of waiting for the phenomenon to occur. 
C) A test kitchen set up in a shopping mall would be used in a natural observation. 
D) A disadvantage is the difficulty of measuring the phenomenon in a natural setting. 
A) The observed phenomenon will more accurately reflect the true phenomenon. 
B) A disadvantage of natural observation is the cost of waiting for the phenomenon to occur. 
C) A test kitchen set up in a shopping mall would be used in a natural observation. 
D) A disadvantage is the difficulty of measuring the phenomenon in a natural setting.

Question 20

According to Table 6.2 in the text,the comparative evaluation of survey methods,the tendency of the respondents to give answers that are socially acceptable whether or not they are true 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

Exam 6: Descriptive Research Design: Survey and Observation

Which of the following statements is not correct about computer-assisted telephone interviewing (CATI)?

Briefly discuss mechanical observation.What is it and why is it used? Describe two devices used for mechanical observation that do not require the respondent's direct participation.

The extent to which the respondent can interact with the interviewer and survey questionnaire refers to the ________.

Which statement is false concerning the different observation methods?

Discuss the traditional mail interview method and the typical mail interview package.

If the use of physical stimuli is necessary,such as the product,a product prototype,commercials,or promotional displays during the interview,in-home interviews are preferable to personal interviews conducted at central locations (mall intercept and CAPI).

The degree of interaction the respondent has with the interviewer and the questionnaire,as well as the ability to actually see the questions,refers to the ________.

In the traditional mail interview,questionnaires are mailed to random potential respondents.

What are the main disadvantages of mobile surveys in terms of the task factors of Table 6.2?

Decisions related to the ________ portion of the mail interview package involve sponsorship,personalization,and type of appeal (Table 6.1 in the text).

Table 6.2 in the text provides a comparative evaluation of survey methods.Which two methods were shown as high on the flexibility of data collection criteria?

Because of the mail panel members' commitment,the response rates can approach 80 percent.

Telephones offer access to geographically dispersed respondents and hard to reach areas.

Limitations of e-mail surveys include all of the following except ________.

With computer automated telephone surveying,human intervention is needed to record the questions to be asked during the phone survey.

Which of the following is a disadvantage of the survey method of data collection?

Unstructured observation is most appropriate for conclusive research.

Which statement is not true about natural observation?

According to Table 6.2 in the text,the comparative evaluation of survey methods,the tendency of the respondents to give answers that are socially acceptable whether or not they are true refers to the ________ criteria.

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

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