Question 1

Group administered surveys are marked by poor response rates.

Accepted Answer

A) True 
 B)False  False

Question 2

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. A

Question 3

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  False

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

A researcher who is doing a survey has the advantage of being able to collect a great deal of data about an individual respondent at one time.

Accepted Answer

A) True 
 B)False

Question 6

The homophily criterion states that

Accepted Answer

A) communication is enhanced when the interviewer and the interviewee are, or perceive themselves to be, relatively similar 
B) a "home-like" environment is best suited for personal interviewing 
C) interviewers should be chosen with similar characteristics 
D) males are better discussion group leaders than females 
E) none of the above 
A) communication is enhanced when the interviewer and the interviewee are, or perceive themselves to be, relatively similar 
B) a "home-like" environment is best suited for personal interviewing 
C) interviewers should be chosen with similar characteristics 
D) males are better discussion group leaders than females 
E) none of the above

Question 7

The reading and writing skills of the respondents and their motivation to cooperate are two salient considerations in choosing a mode of data collection.

Accepted Answer

A) True 
 B)False

Question 8

In general, a researcher may assume that one person can speak for all members of a household.

Accepted Answer

A) True 
 B)False

Question 9

One of the reasons which motivates people to answer survey questions is the opportunity for social interaction.

Accepted Answer

A) True 
 B)False

Question 10

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 11

Toward the end of a long interview, the accuracy of responses is likely to decline.

Accepted Answer

A) True 
 B)False

Question 12

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 13

Inaccuracy in response refers to all of the following except

Accepted Answer

A) distortion of answers to an income question. 
B) respondents who refuse to clarify their answers and who seem anxious to end the interview. 
C) 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. 
D) a wife who makes educated guesses about her husband's reading habits. 
E) an interviewer who makes up survey answers to questions that seem silly and obvious. 
A) distortion of answers to an income question. 
B) respondents who refuse to clarify their answers and who seem anxious to end the interview. 
C) 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. 
D) a wife who makes educated guesses about her husband's reading habits. 
E) an interviewer who makes up survey answers to questions that seem silly and obvious.

Question 14

Respondents who answer questions to which they do not know the answers can be classified as basically deceptive.

Accepted Answer

A) True 
 B)False

Question 15

People who refuse to be interviewed are likely to be different in important respects from those who agree to participate.For this reason, a high rate of refusal may be a major source of survey error.

Accepted Answer

A) True 
 B)False

Question 16

A researcher should be aware that, when in doubt, a respondent will give too little rather than too much information about past behavior.

Accepted Answer

A) True 
 B)False

Question 17

There is consistent evidence that people's willingness to answer survey questions is related to their belief that market research studies benefit the public.

Accepted Answer

A) True 
 B)False

Question 18

___________ are the most costly form of data collection.

Accepted Answer

A) Telephone interviews 
B) Mail surveys 
C) Personal interviews 
D) Fax surveys 
E) E-mail surveys 
A) Telephone interviews 
B) Mail surveys 
C) Personal interviews 
D) Fax surveys 
E) E-mail surveys

Question 19

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 20

The length of the questionnaire is immaterial in any type of research.

Accepted Answer

A) True 
 B)False

Exam 9: Information From Respondents: Issues in Data Collection

Group administered surveys are marked by poor response rates.

All of the following are sources of interviewer error except

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

High refusal rates

A researcher who is doing a survey has the advantage of being able to collect a great deal of data about an individual respondent at one time.

The homophily criterion states that

The reading and writing skills of the respondents and their motivation to cooperate are two salient considerations in choosing a mode of data collection.

In general, a researcher may assume that one person can speak for all members of a household.

One of the reasons which motivates people to answer survey questions is the opportunity for social interaction.

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

Toward the end of a long interview, the accuracy of responses is likely to decline.

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

Inaccuracy in response refers to all of the following except

Respondents who answer questions to which they do not know the answers can be classified as basically deceptive.

People who refuse to be interviewed are likely to be different in important respects from those who agree to participate.For this reason, a high rate of refusal may be a major source of survey error.

A researcher should be aware that, when in doubt, a respondent will give too little rather than too much information about past behavior.

There is consistent evidence that people's willingness to answer survey questions is related to their belief that market research studies benefit the public.

___________ are the most costly form of data collection.

A genotypic source of refusals refers to

The length of the questionnaire is immaterial in any type of research.

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

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