Question 1

Some of the major advantages of using online surveys are:

Accepted Answer

A)  easy-to-use SPAMBOTS to collect e-mail addresses. This lowers the cost and increases speed 
B)  real time access to data and availability of many respondents by sending out randomly selected e-mails 
C)  low cost, speed, and sample representativeness 
D)  low cost, speed, and real-time access to data 
E)  a high-tech image for the firm 
A)  easy-to-use SPAMBOTS to collect e-mail addresses. This lowers the cost and increases speed 
B)  real time access to data and availability of many respondents by sending out randomly selected e-mails 
C)  low cost, speed, and sample representativeness 
D)  low cost, speed, and real-time access to data 
E)  a high-tech image for the firm

Question 2

Typically, mail surveys attain response rates of:

Accepted Answer

A)  about 50 percent 
B)  more than 80 percent 
C)  between 30 and 40 percent 
D)  less than 20 percent 
E)  around 75 percent 
A)  about 50 percent 
B)  more than 80 percent 
C)  between 30 and 40 percent 
D)  less than 20 percent 
E)  around 75 percent

Question 3

Drop-off surveys are especially appropriate for local market research undertakings in which travel is necessary, but limited.

Accepted Answer

A) True 
 B)False

Question 4

What is a technique that is NOT a variation of person-administered surveys?

Accepted Answer

A)  in-home interview 
B)  mall-intercept interview 
C)  drop-off survey 
D)  telephone interview 
E)  in-office interview 
A)  in-home interview 
B)  mall-intercept interview 
C)  drop-off survey 
D)  telephone interview 
E)  in-office interview

Question 5

Online surveys are making profound changes in the marketing research landscape.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is an advantage to the use of survey methods?

Accepted Answer

A)  standardization 
B)  high response rates 
C)  nonsuitability to tabulation and statistical analysis 
D)  unique answers for each respondent 
E)  very low cost 
A)  standardization 
B)  high response rates 
C)  nonsuitability to tabulation and statistical analysis 
D)  unique answers for each respondent 
E)  very low cost

Question 7

Which of the following is NOT a method for collecting survey data?

Accepted Answer

A)  person-administered surveys 
B)  computer-administered surveys 
C)  self-administered surveys 
D)  mixed-mode surveys 
E)  multiple modal surveys 
A)  person-administered surveys 
B)  computer-administered surveys 
C)  self-administered surveys 
D)  mixed-mode surveys 
E)  multiple modal surveys

Question 8

An advantage of in-office interviews is that they have low costs.

Accepted Answer

A) True 
 B)False

Question 9

Real-time capture of data is available only through the use of in-home interviewing, provided the researcher has a modem and may transmit the survey results to a computer shortly after the interview.

Accepted Answer

A) True 
 B)False

Question 10

One disadvantage of mall-intercept interviewing is:

Accepted Answer

A)  mall-intercepts, because they require the cooperation of all stores in a mall, are difficult to implement 
B)  have high turnover rates 
C)  mall shoppers may not be representative of the target market population 
D)  interviewers in mall-intercept studies are often distracted by mall activities 
E)  high assault rates of interviewers 
A)  mall-intercepts, because they require the cooperation of all stores in a mall, are difficult to implement 
B)  have high turnover rates 
C)  mall shoppers may not be representative of the target market population 
D)  interviewers in mall-intercept studies are often distracted by mall activities 
E)  high assault rates of interviewers

Question 11

Which of the following is NOT part of the definition of surveys?

Accepted Answer

A)  interviews 
B)  large number 
C)  predesigned questionnaires 
D)  respondents 
E)  telephone 
A)  interviews 
B)  large number 
C)  predesigned questionnaires 
D)  respondents 
E)  telephone

Question 12

Mixed-mode surveys are also referred to as hybrid surveys.

Accepted Answer

A) True 
 B)False

Question 13

A disadvantage of in-office interviews is that interviewers must be at a certain place at an exact time.

Accepted Answer

A) True 
 B)False

Question 14

One of the advantages of the person-administered survey is that the interviewer is able to respond to questions asked by respondents.

Accepted Answer

A) True 
 B)False

Question 15

When given a data collection budget, a researcher's choice of the data collection method is:

Accepted Answer

A)  enhanced 
B)  limited to those methods falling within the budget 
C)  not to be influenced by an arbitrarily determined budget 
D)  flexible 
E)  negotiable 
A)  enhanced 
B)  limited to those methods falling within the budget 
C)  not to be influenced by an arbitrarily determined budget 
D)  flexible 
E)  negotiable

Question 16

Because shopping malls usually draw customers from a large area, they excel in terms of providing representative samples.

Accepted Answer

A) True 
 B)False

Question 17

Karl Pittman commissioned a research project from the research firm of ADVICE, INC. The results of the project will be presented in a court case and Karl wonders if the opposing lawyers in the trial will question whether or not the telephone calls, used to collect the data, were actually made. Sue Miller, project director at ADVICE, INC., had thought ahead and verified that the interviews were actually conducted. She used the standard industry method for verification. Which of the following did she use?

Accepted Answer

A)  use an interviewer only one time 
B)  call back a sample of the interviewer's respondents to verify that they were interviewed 
C)  have all interviewers take polygraph tests on a regular basis 
D)  pay interviewers to watch their peers 
E)  put video cameras in all work stations 
A)  use an interviewer only one time 
B)  call back a sample of the interviewer's respondents to verify that they were interviewed 
C)  have all interviewers take polygraph tests on a regular basis 
D)  pay interviewers to watch their peers 
E)  put video cameras in all work stations

Question 18

Mail surveys suffer from low response rates.

Accepted Answer

A) True 
 B)False

Question 19

Which is true regarding a disadvantage of self-administered surveys?

Accepted Answer

A)  Because interviewers are not present, evaluation of the interview is impossible. 
B)  The primary burden of respondent understanding is placed upon the questionnaire. 
C)  The primary burden of respondent understanding is placed upon the field editor. 
D)  Respondents feel anxious because they control the administration process. 
E)  Respondents interpret the questions themselves so the questionnaire can be somewhat vague. 
A)  Because interviewers are not present, evaluation of the interview is impossible. 
B)  The primary burden of respondent understanding is placed upon the questionnaire. 
C)  The primary burden of respondent understanding is placed upon the field editor. 
D)  Respondents feel anxious because they control the administration process. 
E)  Respondents interpret the questions themselves so the questionnaire can be somewhat vague.

Question 20

Self-administered surveys eliminate interviewer-evaluation apprehension.

Accepted Answer

A) True 
 B)False

Some of the major advantages of using online surveys are:

Typically, mail surveys attain response rates of:

Drop-off surveys are especially appropriate for local market research undertakings in which travel is necessary, but limited.

What is a technique that is NOT a variation of person-administered surveys?

Online surveys are making profound changes in the marketing research landscape.

Which of the following is an advantage to the use of survey methods?

Which of the following is NOT a method for collecting survey data?

An advantage of in-office interviews is that they have low costs.

Real-time capture of data is available only through the use of in-home interviewing, provided the researcher has a modem and may transmit the survey results to a computer shortly after the interview.

One disadvantage of mall-intercept interviewing is:

Which of the following is NOT part of the definition of surveys?

Mixed-mode surveys are also referred to as hybrid surveys.

A disadvantage of in-office interviews is that interviewers must be at a certain place at an exact time.

One of the advantages of the person-administered survey is that the interviewer is able to respond to questions asked by respondents.

When given a data collection budget, a researcher's choice of the data collection method is:

Because shopping malls usually draw customers from a large area, they excel in terms of providing representative samples.

Mail surveys suffer from low response rates.

Which is true regarding a disadvantage of self-administered surveys?

Self-administered surveys eliminate interviewer-evaluation apprehension.

Introduction to Marketing Research

The Marketing Research Process

The Marketing Research Industry

Defining the Problem and Determining Research Objectives

Research Design

Using Secondary Data and Online Information Databases

Standardized Information Sources

Observation, Focus Groups, and Other Qualitative Methods

Measurement in Marketing Research

Designing the Questionnaire

Determining How to Select the Sample

Determining the Size of a Sample

Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Basic Data Analysis: Descriptive Statistics

Generalizing a Sample's Findings to its Population and Testing Hypotheses About Percents and Means

Testing for Differences Between Two Groups or Among More Than

Determining and Interpreting Associations Among Variables

Regression Analysis in Marketing Research

The Marketing Research Report: Preparation and Presentation

Filters

Exam 9: Survey Data-Collection Methods

Some of the major advantages of using online surveys are:

Typically, mail surveys attain response rates of:

Drop-off surveys are especially appropriate for local market research undertakings in which travel is necessary, but limited.

What is a technique that is NOT a variation of person-administered surveys?

Online surveys are making profound changes in the marketing research landscape.

Which of the following is an advantage to the use of survey methods?

Which of the following is NOT a method for collecting survey data?

An advantage of in-office interviews is that they have low costs.

Real-time capture of data is available only through the use of in-home interviewing, provided the researcher has a modem and may transmit the survey results to a computer shortly after the interview.

One disadvantage of mall-intercept interviewing is:

Which of the following is NOT part of the definition of surveys?

Mixed-mode surveys are also referred to as hybrid surveys.

A disadvantage of in-office interviews is that interviewers must be at a certain place at an exact time.

One of the advantages of the person-administered survey is that the interviewer is able to respond to questions asked by respondents.

When given a data collection budget, a researcher's choice of the data collection method is:

Because shopping malls usually draw customers from a large area, they excel in terms of providing representative samples.

Mail surveys suffer from low response rates.

Which is true regarding a disadvantage of self-administered surveys?

Self-administered surveys eliminate interviewer-evaluation apprehension.

Introduction to Marketing Research

The Marketing Research Process

The Marketing Research Industry

Defining the Problem and Determining Research Objectives

Research Design

Using Secondary Data and Online Information Databases

Standardized Information Sources

Observation, Focus Groups, and Other Qualitative Methods

Measurement in Marketing Research

Designing the Questionnaire

Determining How to Select the Sample

Determining the Size of a Sample

Data Collection in the Field, Nonresponse Error, and Questionnaire Screening

Basic Data Analysis: Descriptive Statistics

Generalizing a Sample's Findings to its Population and Testing Hypotheses About Percents and Means

Testing for Differences Between Two Groups or Among More Than

Determining and Interpreting Associations Among Variables

Regression Analysis in Marketing Research

The Marketing Research Report: Preparation and Presentation

Filters