Question 1

An example of behavioral data on a survey is

Accepted Answer

A)  asking individuals to indicate how familiar they are with a particular brand of pizza 
B)  asking individuals to indicate how important a coupon would be in the purchase of pizza 
C)  asking individuals to indicate how often they use a coupon for purchasing pizza 
D)  asking individuals to indicate how likely they are to purchase a particular brand of pizza 
A)  asking individuals to indicate how familiar they are with a particular brand of pizza 
B)  asking individuals to indicate how important a coupon would be in the purchase of pizza 
C)  asking individuals to indicate how often they use a coupon for purchasing pizza 
D)  asking individuals to indicate how likely they are to purchase a particular brand of pizza

Question 2

An example of psychographics and lifestyle data on a survey is

Accepted Answer

A)  asking individuals to indicate their income 
B)  asking individuals to indicate their feelings about a particular brand of toothpaste 
C)  asking individuals to indicate how many hours a week they watch television 
D)  asking individuals to indicate how likely they are to purchase a particular stereo brand 
A)  asking individuals to indicate their income 
B)  asking individuals to indicate their feelings about a particular brand of toothpaste 
C)  asking individuals to indicate how many hours a week they watch television 
D)  asking individuals to indicate how likely they are to purchase a particular stereo brand

Question 3

Collecting scanner data from a retail store would be an example of the _____ method of collecting data.

Accepted Answer

A)  communication 
B)  observational 
C)  exploratory 
D)  causal 
A)  communication 
B)  observational 
C)  exploratory 
D)  causal

Question 4

A major disadvantage of the observation method is that information internal to subjects (attitudes, motivations) cannot be observed.

Accepted Answer

A) True 
 B)False

Question 5

Attitudes refer to the anticipated future behaviors of an individual.

Accepted Answer

A) True 
 B)False

Question 6

Motivations consist of inner states that direct our behavior toward a goal.

Accepted Answer

A) True 
 B)False

Question 7

The advantage of a disguised observation is that the subject has no motivation to alter his or her behavior, which may occur with an undisguised observation.

Accepted Answer

A) True 
 B)False

Question 8

Advantages of conducting focus groups after doing descriptive research include all of the following except

Accepted Answer

A)  you already understand why consumers act as they do 
B)  managers are not as likely to be unduly influenced by anomalous responses 
C)  descriptive data will usually reveal information that cannot easily be explained with existing knowledge of consumers 
D)  the descriptive data allows the researcher to better screen focus group respondents 
A)  you already understand why consumers act as they do 
B)  managers are not as likely to be unduly influenced by anomalous responses 
C)  descriptive data will usually reveal information that cannot easily be explained with existing knowledge of consumers 
D)  the descriptive data allows the researcher to better screen focus group respondents

Question 9

Direct observation involves actually watching an individual's behavior.

Accepted Answer

A) True 
 B)False

Question 10

The advantages of the communication method of collecting primary data include versatility, speed, and cost.

Accepted Answer

A) True 
 B)False

Question 11

The most commonly used communication method is the survey.

Accepted Answer

A) True 
 B)False

Question 12

Measuring intentions, motivations, and behaviors are all types of secondary data.

Accepted Answer

A) True 
 B)False

Question 13

Communication is thought to have an advantage over observational information in objectivity and accuracy.

Accepted Answer

A) True 
 B)False

Question 14

On a survey, asking individuals to indicate how familiar they are with a particular brand of lawnmowers would be an example of _____ data.

Accepted Answer

A)  attitude 
B)  psychographic and lifestyle 
C)  awareness and knowledge 
D)  intention 
A)  attitude 
B)  psychographic and lifestyle 
C)  awareness and knowledge 
D)  intention

Question 15

When measuring _____, you would be concerned with AIO measures.

Accepted Answer

A)  attitude 
B)  psychographic and lifestyle 
C)  Motivations 
D)  awareness and knowledge 
A)  attitude 
B)  psychographic and lifestyle 
C)  Motivations 
D)  awareness and knowledge

Question 16

An observation may be accomplished with or without the knowledge of the subject.

Accepted Answer

A) True 
 B)False

Question 17

An example of motivational data on a survey is

Accepted Answer

A)  asking individuals to indicate how familiar they are with a particular brand of pizza 
B)  asking individuals to indicate how important a coupon would be in the purchase of pizza 
C)  asking individuals to indicate how often they use a coupon for purchasing pizza 
D)  asking individuals to indicate how likely they are to purchase a particular brand of pizza 
A)  asking individuals to indicate how familiar they are with a particular brand of pizza 
B)  asking individuals to indicate how important a coupon would be in the purchase of pizza 
C)  asking individuals to indicate how often they use a coupon for purchasing pizza 
D)  asking individuals to indicate how likely they are to purchase a particular brand of pizza

Question 18

The disadvantages of the communication method are also present with the observation method.

Accepted Answer

A) True 
 B)False

Question 19

Focus groups may provide an early warning system of shifts in the market

Accepted Answer

A) True 
 B)False

Question 20

Respondents read questions off a computer screen and key their answers directly into the computer in a _____ interviewing.

Accepted Answer

A)  computer-assisted telephone 
B)  fully automated telephone 
C)  computer-assisted personal 
D)  computer-assisted self- 
A)  computer-assisted telephone 
B)  fully automated telephone 
C)  computer-assisted personal 
D)  computer-assisted self-

An example of behavioral data on a survey is

An example of psychographics and lifestyle data on a survey is

Collecting scanner data from a retail store would be an example of the _____ method of collecting data.

A major disadvantage of the observation method is that information internal to subjects (attitudes, motivations) cannot be observed.

Attitudes refer to the anticipated future behaviors of an individual.

Motivations consist of inner states that direct our behavior toward a goal.

The advantage of a disguised observation is that the subject has no motivation to alter his or her behavior, which may occur with an undisguised observation.

Advantages of conducting focus groups after doing descriptive research include all of the following except

Direct observation involves actually watching an individual's behavior.

The advantages of the communication method of collecting primary data include versatility, speed, and cost.

The most commonly used communication method is the survey.

Measuring intentions, motivations, and behaviors are all types of secondary data.

Communication is thought to have an advantage over observational information in objectivity and accuracy.

On a survey, asking individuals to indicate how familiar they are with a particular brand of lawnmowers would be an example of _____ data.

When measuring _____, you would be concerned with AIO measures.

An observation may be accomplished with or without the knowledge of the subject.

An example of motivational data on a survey is

The disadvantages of the communication method are also present with the observation method.

Focus groups may provide an early warning system of shifts in the market

Respondents read questions off a computer screen and key their answers directly into the computer in a _____ interviewing.

Introduction to Marketing Research

Ethics in Marketing Research

Secondary Data

Research Designs: Exploratory and Qualitative Research

Research Designs: Descriptive and Causal Research

Measurement

Designing the Data-Gathering Instrument

Sampling Methods and Sample Size

Fielding the Data-Gathering Instrument

Analyzing and Interpreting Data for Decisions

Advanced Data Analysis

The Research Report

Filters

Exam 7: Primary Data Collection

An example of behavioral data on a survey is

An example of psychographics and lifestyle data on a survey is

Collecting scanner data from a retail store would be an example of the _____ method of collecting data.

A major disadvantage of the observation method is that information internal to subjects (attitudes, motivations) cannot be observed.

Attitudes refer to the anticipated future behaviors of an individual.

Motivations consist of inner states that direct our behavior toward a goal.

The advantage of a disguised observation is that the subject has no motivation to alter his or her behavior, which may occur with an undisguised observation.

Advantages of conducting focus groups after doing descriptive research include all of the following except

Direct observation involves actually watching an individual's behavior.

The advantages of the communication method of collecting primary data include versatility, speed, and cost.

The most commonly used communication method is the survey.

Measuring intentions, motivations, and behaviors are all types of secondary data.

Communication is thought to have an advantage over observational information in objectivity and accuracy.

On a survey, asking individuals to indicate how familiar they are with a particular brand of lawnmowers would be an example of _____ data.

When measuring _____, you would be concerned with AIO measures.

An observation may be accomplished with or without the knowledge of the subject.

An example of motivational data on a survey is

The disadvantages of the communication method are also present with the observation method.

Focus groups may provide an early warning system of shifts in the market

Respondents read questions off a computer screen and key their answers directly into the computer in a _____ interviewing.

Introduction to Marketing Research

Ethics in Marketing Research

Secondary Data

Research Designs: Exploratory and Qualitative Research

Research Designs: Descriptive and Causal Research

Measurement

Designing the Data-Gathering Instrument

Sampling Methods and Sample Size

Fielding the Data-Gathering Instrument

Analyzing and Interpreting Data for Decisions

Advanced Data Analysis

The Research Report

Filters