Question 1

High refusal rates

Accepted Answer

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

Question 2

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

Accepted Answer

A) True 
 B)False  True

Question 3

The researcher does not have to deal with selection bias when using a mail panel because panel members are recruited to match the general population.

Accepted Answer

A) True 
 B)False  False

Question 4

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

Accepted Answer

A) True 
 B)False

Question 5

Types of interviewing from most to least common are

Accepted Answer

A) personal door-to-door, mail, and telephone. 
B) mail, personal door-to-door, and telephone. 
C) personal door-to-door, telephone, and mail. 
D) telephone, mail, and personal door-to-door. 
E) telephone, personal door-to-door, and mail. 
A) personal door-to-door, mail, and telephone. 
B) mail, personal door-to-door, and telephone. 
C) personal door-to-door, telephone, and mail. 
D) telephone, mail, and personal door-to-door. 
E) telephone, personal door-to-door, and mail.

Question 6

The researcher who uses a mail survey does not have control over who answers the survey or the order in which the respondent reads the questions.

Accepted Answer

A) True 
 B)False

Question 7

Most of the sources of interviewer error are due to human nature and are beyond the control of the researcher.

Accepted Answer

A) True 
 B)False

Question 8

In door-to-door interviewing

Accepted Answer

A) consumers are interviewed in person in their homes. 
B) business people are interviewed at their offices concerning industrial products or services. 
C) interviewers randomly approach respondents. 
D) no interviewer is involved 
E) none of the above. 
A) consumers are interviewed in person in their homes. 
B) business people are interviewed at their offices concerning industrial products or services. 
C) interviewers randomly approach respondents. 
D) no interviewer is involved 
E) none of the above.

Question 9

One method of coping with nonresponse to mail surveys is to assume that those who take longer to respond are much like nonrespondents and to extrapolate from this group the projected answers of nonrespondents.

Accepted Answer

A) True 
 B)False

Question 10

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 11

The cost per completed interview is higher in a telephone interview as compared to a personal interview.

Accepted Answer

A) True 
 B)False

Question 12

Screening questions increase fieldwork costs

Accepted Answer

A) True 
 B)False

Question 13

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 14

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

Accepted Answer

A) True 
 B)False

Question 15

Web-based surveys need continuous monitoring to determine its direction, appropriate use and long term effectiveness

Accepted Answer

A) True 
 B)False

Question 16

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) onsumers' 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 17

People changing their email addresses very often does not create problems for well defined samples.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following statements is correct?

Accepted Answer

A) The response rate of a mail panel is typically higher than that of a mail survey. 
B) The response rate of a mail panel is typically lower than that of a mail survey. 
C) The response rate of a mail panel is exactly the same as that of a mail survey. 
D) The response rate of a mail panel is roughly the same as that of a mail survey. 
E) None of the above 
A) The response rate of a mail panel is typically higher than that of a mail survey. 
B) The response rate of a mail panel is typically lower than that of a mail survey. 
C) The response rate of a mail panel is exactly the same as that of a mail survey. 
D) The response rate of a mail panel is roughly the same as that of a mail survey. 
E) None of the above

Question 19

A researcher who must collect survey data as inexpensively as possible will probably choose a

Accepted Answer

A) telephone interview. 
B) shopping center intercept interview. 
C) mail survey. 
D) personal door-to-door interview. 
E) telephone call, followed by a personal survey. 
A) telephone interview. 
B) shopping center intercept interview. 
C) mail survey. 
D) personal door-to-door interview. 
E) telephone call, followed by a personal survey.

Question 20

Each telephone number has an equal chance of being called in a systematic random digit dialing.

Accepted Answer

A) True 
 B)False

Exam 10: Information From Respondents: Survey Methods

High refusal rates

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

The researcher does not have to deal with selection bias when using a mail panel because panel members are recruited to match the general population.

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

Types of interviewing from most to least common are

The researcher who uses a mail survey does not have control over who answers the survey or the order in which the respondent reads the questions.

Most of the sources of interviewer error are due to human nature and are beyond the control of the researcher.

In door-to-door interviewing

One method of coping with nonresponse to mail surveys is to assume that those who take longer to respond are much like nonrespondents and to extrapolate from this group the projected answers of nonrespondents.

Validity of online surveys depends on

The cost per completed interview is higher in a telephone interview as compared to a personal interview.

Screening questions increase fieldwork costs

Which of the following is true of telephone interviewing?

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

Web-based surveys need continuous monitoring to determine its direction, appropriate use and long term effectiveness

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) onsumers' purchase data can be instantly accessed

People changing their email addresses very often does not create problems for well defined samples.

Which of the following statements is correct?

A researcher who must collect survey data as inexpensively as possible will probably choose a

Each telephone number has an equal chance of being called in a systematic random digit dialing.

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

Ttitude Measurement

Signing the Questionnaire

Xperimentation

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

Iscriminant, Factor and Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Presenting the Results

Marketing-Mix Measures

Ontemporary Applications of Marketing Intelligence

Atabase Marketing, E-Commerce, Relationship

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