Question 1

Survey data only cover knowledge, behavior, and classification variables.A survey is inadequate for recording a respondent's attitudes.

Accepted Answer

A) True 
 B)False

Question 2

The best way to improve the response rate of mail interviews is to

Accepted Answer

A)  offer an incentive 
B)  pre-notify people of the survey 
C)  use colored questionnaires 
D)  use first class mail 
E)  none of the above 
A)  offer an incentive 
B)  pre-notify people of the survey 
C)  use colored questionnaires 
D)  use first class mail 
E)  none of the above

Question 3

In the case of a self-administered questionnaire, it is better to opt for ____________ questions.

Accepted Answer

A) open-ended 
B) close-ended 
C) visual 
D) long 
E) double-barreled 
A) open-ended 
B) close-ended 
C) visual 
D) long 
E) double-barreled

Question 4

High refusal rates

Accepted Answer

A) are more likely in personal interviewing than in a mail survey. 
B) are a major source of error, since those who refuse to participate are likely to differ in important respects from
Respondents. 
C) are beyond a researcher's control. 
D) are not a problem in some surveys because those who refuse to participate can be replaced by cooperative respondents. 
E) none of the above. 
A) are more likely in personal interviewing than in a mail survey. 
B) are a major source of error, since those who refuse to participate are likely to differ in important respects from
Respondents. 
C) are beyond a researcher's control. 
D) are not a problem in some surveys because those who refuse to participate can be replaced by cooperative respondents. 
E) none of the above.

Question 5

All of the following are sources of interviewer error except

Accepted Answer

A) an interviewer who shares with a respondent basic characteristics, such as age and social class. 
B) an interviewer in a shopping center who selects a respondent on the basis of appearance. 
C) an interviewer who tailors the language of the questionnaire to fit an individual respondent's social characteristics. 
D) an interviewer who establishes rapport with a respondent by agreeing with the respondent's views. 
E) all of these are sources of interviewer error. 
A) an interviewer who shares with a respondent basic characteristics, such as age and social class. 
B) an interviewer in a shopping center who selects a respondent on the basis of appearance. 
C) an interviewer who tailors the language of the questionnaire to fit an individual respondent's social characteristics. 
D) an interviewer who establishes rapport with a respondent by agreeing with the respondent's views. 
E) all of these are sources of interviewer error.

Question 6

Which of the following conditions must a researcher reasonably satisfy in order to get meaningful survey results?

Accepted Answer

The answer of Which of the following conditions must a...

Question 7

A genotypic source of refusals refers to

Accepted Answer

A) the indigenous characteristics of respondents such as age, sex and occupation) 
B) characteristics of the data collection procedure questions asked, length of the interview) 
C) respondents who refuse to clarify their answers and who seem anxious to end the interview. 
D) respondents who forget how many times in the past month they have been shopping and who underestimate or overestimate the number of
Times when asked. 
E) None of the above. 
A) the indigenous characteristics of respondents such as age, sex and occupation) 
B) characteristics of the data collection procedure questions asked, length of the interview) 
C) respondents who refuse to clarify their answers and who seem anxious to end the interview. 
D) respondents who forget how many times in the past month they have been shopping and who underestimate or overestimate the number of
Times when asked. 
E) None of the above.

Question 8

For which of the following response bias factors does salary, education, tastes, and lifestyles play a large role?

Accepted Answer

A)  Courtesy bias 
B)  Uninformed response error 
C)  Time and pressure 
D)  Prestige seeking response bias 
E)  Invasion of privacy 
A)  Courtesy bias 
B)  Uninformed response error 
C)  Time and pressure 
D)  Prestige seeking response bias 
E)  Invasion of privacy

Question 9

The primary data collection method widely used in marketing research is the

Accepted Answer

A) survey method. 
B) observation method. 
C) focus group method. 
D) experiment method. 
E) Thematic appreciation test. 
A) survey method. 
B) observation method. 
C) focus group method. 
D) experiment method. 
E) Thematic appreciation test.

Question 10

Which of the following are memory errors that affect respondents' ability to respond?

Accepted Answer

A) likelihood of forgetting an episode 
B) telescoping error, where events are remembered as occurring more recently than it actually did 
C) averaging error, where events are reported as more like the norm 
D) omission error, where events or some aspects of an experience are left out 
E) all of the above. 
A) likelihood of forgetting an episode 
B) telescoping error, where events are remembered as occurring more recently than it actually did 
C) averaging error, where events are reported as more like the norm 
D) omission error, where events or some aspects of an experience are left out 
E) all of the above.

Survey data only cover knowledge, behavior, and classification variables.A survey is inadequate for recording a respondent's attitudes.

The best way to improve the response rate of mail interviews is to

In the case of a self-administered questionnaire, it is better to opt for ____________ questions.

High refusal rates

All of the following are sources of interviewer error except

Which of the following conditions must a researcher reasonably satisfy in order to get meaningful survey results?

A genotypic source of refusals refers to

For which of the following response bias factors does salary, education, tastes, and lifestyles play a large role?

The primary data collection method widely used in marketing research is the

Which of the following are memory errors that affect respondents' ability to respond?

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: Survey Methods

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

Exam 9: Information From Respondents: Issues in Data Collection

Survey data only cover knowledge, behavior, and classification variables.A survey is inadequate for recording a respondent's attitudes.

The best way to improve the response rate of mail interviews is to

In the case of a self-administered questionnaire, it is better to opt for ____________ questions.

High refusal rates

All of the following are sources of interviewer error except

Which of the following conditions must a researcher reasonably satisfy in order to get meaningful survey results?

A genotypic source of refusals refers to

For which of the following response bias factors does salary, education, tastes, and lifestyles play a large role?

The primary data collection method widely used in marketing research is the

Which of the following are memory errors that affect respondents' ability to respond?

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: Survey Methods

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