Question 1

Telephone interviewing does not give rise to sample bias

Accepted Answer

A) True 
 B)False  False

Question 2

e-research surveys have lower response rate, statistical value and validity.

Accepted Answer

A) True 
 B)False  True

Question 3

The major disadvantage of the purchase intercept technique is that it does not aid in buyer recall.

Accepted Answer

A) True 
 B)False  False

Question 4

A researcher who wants to survey a special sample of a small subgroup of the population would be advised to use a

Accepted Answer

A) mail panel. 
B) telephone interview. 
C) personal door-to-door interview. 
D) shopping center intercept interview. 
E) none of the above. 
A) mail panel. 
B) telephone interview. 
C) personal door-to-door interview. 
D) shopping center intercept interview. 
E) none of the above.

Question 5

Validity of online surveys depends on

Accepted Answer

A) Sample selection 
B) Survey design 
C) Response tendencies 
D) Technology challenges. 
E) All of the above 
A) Sample selection 
B) Survey design 
C) Response tendencies 
D) Technology challenges. 
E) All of the above

Question 6

The door-to-door method is not a viable method to do long detailed interviews.

Accepted Answer

A) True 
 B)False

Question 7

The personal interviewing process is characterized by the interaction of three entities: the researcher, the purpose, and the process.

Accepted Answer

A) True 
 B)False

Question 8

Long and complicated questionnaires are generally best handled in

Accepted Answer

A) telephone interviews. 
B) omnibus surveys. 
C) personal interviews. 
D) mail surveys. 
E) all of these. 
A) telephone interviews. 
B) omnibus surveys. 
C) personal interviews. 
D) mail surveys. 
E) all of these.

Question 9

Which of the following is true about computer scanner check-outs ? i) They record purchases by passing them over a laser scanner ii) One of their advantages to the researcher is the ability to look at data over short periods of time iii) Consumers' purchase data can be instantly accessed

Accepted Answer

A)  i 
B)  ii 
C)  iii 
D)  ii and iii 
E)  I, ii and iii 
A)  i 
B)  ii 
C)  iii 
D)  ii and iii 
E)  I, ii and iii

Question 10

Screening questions are usually asked first to minimize fieldwork costs or to enhance a study's cost‐effectiveness.

Accepted Answer

A) True 
 B)False

Question 11

The disadvantages) of self-administered surveys isare)

Accepted Answer

A) inadequate control over whether the addressee answered the survey, or not. 
B) inadequate control over the extent of understanding of the questions by the respondents. 
C) the respondent can choose to not answer the questions in the intended order. 
D) inadequate control over the speed at which respondents mail back their responses 
E) all of the above. 
A) inadequate control over whether the addressee answered the survey, or not. 
B) inadequate control over the extent of understanding of the questions by the respondents. 
C) the respondent can choose to not answer the questions in the intended order. 
D) inadequate control over the speed at which respondents mail back their responses 
E) all of the above.

Question 12

Which of the following is true of telephone interviewing?

Accepted Answer

A) It is characterized by flexibility and is preferred when a large amount of information is required. 
B) It dominates the personal interview with respect to speed, absence of administrative problems, and lower cost per completed interview. 
C) It is regularly scheduled, with questions provided by a number of clients. 
D) It does not give the researcher adequate control over a number of variables and may make it hard for the researcher to predict
Response rates. 
E) None of the above. 
A) It is characterized by flexibility and is preferred when a large amount of information is required. 
B) It dominates the personal interview with respect to speed, absence of administrative problems, and lower cost per completed interview. 
C) It is regularly scheduled, with questions provided by a number of clients. 
D) It does not give the researcher adequate control over a number of variables and may make it hard for the researcher to predict
Response rates. 
E) None of the above.

Question 13

Shopping center interviews are widely used because shoppers are representative of the general population.

Accepted Answer

A) True 
 B)False

Question 14

The advantage of the purchase intercept technique is that it samples not only the purchasers but also those who influence the purchase decision.

Accepted Answer

A) True 
 B)False

Question 15

Self-administered questionnaires are used in countries that have a low telephone ownership.

Accepted Answer

A) True 
 B)False

Question 16

High illiteracy rates plague the effectiveness of mail surveys in the international marketing research context.

Accepted Answer

A) True 
 B)False

Question 17

The interviewer reads the question and enters the responses.The computer skips ahead to the next appropriate question.This method is

Accepted Answer

A) computer assisted telephone interviewing. 
B) computer interactive interviewing. 
C) computerized personal interview. 
D) computer assisted personal interview. 
E) none of the above. 
A) computer assisted telephone interviewing. 
B) computer interactive interviewing. 
C) computerized personal interview. 
D) computer assisted personal interview. 
E) none of the above.

Question 18

The evidence shows that researchers can improve the response rate of a mail survey by personalizing the mail and promising the respondents' anonymity.

Accepted Answer

A) True 
 B)False

Question 19

Personal interviewing is a dominant mode of data collection outside the United States.

Accepted Answer

A) True 
 B)False

Question 20

The most popular primary data collection method in marketing research is

Accepted Answer

A) observation. 
B) survey. 
C) focus group. 
D) experiment. 
E) none of the above. 
A) observation. 
B) survey. 
C) focus group. 
D) experiment. 
E) none of the above.

Exam 10: Information From Respondents: Survey Methods

Telephone interviewing does not give rise to sample bias

e-research surveys have lower response rate, statistical value and validity.

The major disadvantage of the purchase intercept technique is that it does not aid in buyer recall.

A researcher who wants to survey a special sample of a small subgroup of the population would be advised to use a

Validity of online surveys depends on

The door-to-door method is not a viable method to do long detailed interviews.

The personal interviewing process is characterized by the interaction of three entities: the researcher, the purpose, and the process.

Long and complicated questionnaires are generally best handled in

Which of the following is true about computer scanner check-outs ? i) They record purchases by passing them over a laser scanner ii) One of their advantages to the researcher is the ability to look at data over short periods of time iii) Consumers' purchase data can be instantly accessed

Screening questions are usually asked first to minimize fieldwork costs or to enhance a study's cost‐effectiveness.

The disadvantages) of self-administered surveys isare)

Which of the following is true of telephone interviewing?

Shopping center interviews are widely used because shoppers are representative of the general population.

The advantage of the purchase intercept technique is that it samples not only the purchasers but also those who influence the purchase decision.

Self-administered questionnaires are used in countries that have a low telephone ownership.

High illiteracy rates plague the effectiveness of mail surveys in the international marketing research context.

The interviewer reads the question and enters the responses.The computer skips ahead to the next appropriate question.This method is

The evidence shows that researchers can improve the response rate of a mail survey by personalizing the mail and promising the respondents' anonymity.

Personal interviewing is a dominant mode of data collection outside the United States.

The most popular primary data collection method in marketing research is

A Decision Making Perspective on Marketing Intelligence

Marketing Research in Practice

The Marketing Research Process

Research Design and Implementation

Secondary Sources of Marketing Data

Standardized Sources of Marketing Data

Marketing Research on the Internet

Information Collection: Qualitative and Observational Methods

Information From Respondents: Issues in Data Collection

Attitude Measurement

Designing the Questionnaire

Experimentation

Sampling Fundamentals

Sample Size and Statistical Theory

Fundamentals of Data Analysis

Hypothesis Testing: Basic Concepts and Tests of Association

Hypothesis Testing: Means and Proportions

Correlation Analysis and Regression Analysis

Discriminant, Factor and Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Presenting the Results

Marketing-Mix Measures

Brand and Customer Metrics

New Age Strategies

Filters