Question 1

Random digit dialing is designed to

Accepted Answer

A) increase the response rate in telephone surveys 
B) reduce costs in telephone surveys 
C) increase the representativeness of the sample in the telephone interviews 
D) relate telephone sampling to street addresses rather than phone book numbers 
E) provide the best cost estimates from research suppliers 
A) increase the response rate in telephone surveys 
B) reduce costs in telephone surveys 
C) increase the representativeness of the sample in the telephone interviews 
D) relate telephone sampling to street addresses rather than phone book numbers 
E) provide the best cost estimates from research suppliers

Question 2

Aided recall questions always uncover more activity, and the information they provide is more accurate than that from unaided recall questions.

Accepted Answer

A) True 
 B)False

Question 3

In mall intercept surveys

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 4

Personal interview is usually preferred when a large amount of information is required

Accepted Answer

A) True 
 B)False

Question 5

In international marketing research, telephone interviews are always advantageous

Accepted Answer

A) True 
 B)False

Question 6

Web-based surveys are not fast and not efficient.

Accepted Answer

A) True 
 B)False

Question 7

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 8

Mail surveys apparently produce more accurate responses, but only among those who complete the survey.

Accepted Answer

A) True 
 B)False

Question 9

The purchase intercept technique combines both in-store observation and in-store interviewing to assess shopping behavior and the reasons behind that behavior.

Accepted Answer

A) True 
 B)False

Question 10

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 11

Telephone interviewing does not give rise to sample bias

Accepted Answer

A) True 
 B)False

Question 12

The cost per completed interview is generally higher for personal interviewing than for telephone interviewing.

Accepted Answer

A) True 
 B)False

Question 13

All of the following have been found to influence the response rate in mail surveys except

Accepted Answer

A) follow-up letters. 
B) personalized mail. 
C) persuasive cover letters. 
D) providing stamped return envelopes. 
E) monetary incentives. 
A) follow-up letters. 
B) personalized mail. 
C) persuasive cover letters. 
D) providing stamped return envelopes. 
E) monetary incentives.

Question 14

While telephone interviewing generally has the advantages of being faster and more economical, personal interviewing has fewer administrative problems.

Accepted Answer

A) True 
 B)False

Question 15

Mail surveys are preferred when a large amount of information is required and when the questions are complex.

Accepted Answer

A) True 
 B)False

Question 16

Omnibus Surveys

Accepted Answer

A) dominate the personal interview with respect to speed, absence of administrative problems, and lower cost per completed interview. 
B) does not give the researcher adequate control over a number of variables and may make it hard for the researcher to predict
Response rates.. 
C) none of the above. 
D) are scheduled personal interview surveys with questions provided by a number of clients. 
E) combine both in-store observation and in-store interviewing to asses shopping behavior. 
A) dominate the personal interview with respect to speed, absence of administrative problems, and lower cost per completed interview. 
B) does not give the researcher adequate control over a number of variables and may make it hard for the researcher to predict
Response rates.. 
C) none of the above. 
D) are scheduled personal interview surveys with questions provided by a number of clients. 
E) combine both in-store observation and in-store interviewing to asses shopping behavior.

Question 17

Good rapport between an interviewer and a respondent is most likely established by common interests.Demographic characteristics are irrelevant.

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

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.

Question 20

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

Accepted Answer

A) True 
 B)False

Exam 10: Information From Respondents: Survey Methods

Random digit dialing is designed to

Aided recall questions always uncover more activity, and the information they provide is more accurate than that from unaided recall questions.

In mall intercept surveys

Personal interview is usually preferred when a large amount of information is required

In international marketing research, telephone interviews are always advantageous

Web-based surveys are not fast and not efficient.

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

Mail surveys apparently produce more accurate responses, but only among those who complete the survey.

The purchase intercept technique combines both in-store observation and in-store interviewing to assess shopping behavior and the reasons behind that behavior.

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

Telephone interviewing does not give rise to sample bias

The cost per completed interview is generally higher for personal interviewing than for telephone interviewing.

All of the following have been found to influence the response rate in mail surveys except

While telephone interviewing generally has the advantages of being faster and more economical, personal interviewing has fewer administrative problems.

Mail surveys are preferred when a large amount of information is required and when the questions are complex.

Omnibus Surveys

Good rapport between an interviewer and a respondent is most likely established by common interests.Demographic characteristics are irrelevant.

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

The most popular primary data collection method in marketing research is

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

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

Filters