Question 1

Which of the following statements does NOT accurately describe the mail questionnaire?

Accepted Answer

A) It allows a wide sample to be used. 
B) It allows a representative sample to be used. 
C) It is a relatively inexpensive means of recruiting respondents. 
D) It ensures that the correct person receives and completes the questionnaire. 
E) It is more suitable for contacting busy executives than a telephone or personal interview. 
A) It allows a wide sample to be used. 
B) It allows a representative sample to be used. 
C) It is a relatively inexpensive means of recruiting respondents. 
D) It ensures that the correct person receives and completes the questionnaire. 
E) It is more suitable for contacting busy executives than a telephone or personal interview. D

Question 2

Structure refers to how much variation is used with the data collection instrument.

Accepted Answer

A) True 
 B)False  False

Question 3

Telephone interviews imply a direct face-to-face conversation between the interviewer and the respondent.

Accepted Answer

A) True 
 B)False  False

Question 4

Which of the following is NOT true of a questionnaire with a high degree of structure?

Accepted Answer

A) They are relatively simple to administer. 
B) They are difficult to code. 
C) They are associated with greater consistency of answers. 
D) There is no probing or follow-up questions. 
E) They are easier to analyze. 
A) They are relatively simple to administer. 
B) They are difficult to code. 
C) They are associated with greater consistency of answers. 
D) There is no probing or follow-up questions. 
E) They are easier to analyze.

Question 5

An environmental research group,using the fixed-alternative format,surveys people about their re-cycling practices in order to determine support for a ban on non-returnable bottles.The group does not reveal itself or its stance on the issue.The format of this questionnaire is best described as

Accepted Answer

A) structured-disguised. 
B) unstructured-disguised. 
C) structured-undisguised. 
D) unstructured-undisguised. 
E) unstructured-open ended. 
A) structured-disguised. 
B) unstructured-disguised. 
C) structured-undisguised. 
D) unstructured-undisguised. 
E) unstructured-open ended.

Question 6

A(n)_____ might be the only method of obtaining a response from certain busy individuals for whom time is a scarce commodity.

Accepted Answer

A) personal interview 
B) telephone interview 
C) mail questionnaire 
D) mall-intercept interview 
E) None of these are correct. 
A) personal interview 
B) telephone interview 
C) mail questionnaire 
D) mall-intercept interview 
E) None of these are correct.

Question 7

Response rates are higher for telephone interviews than most other methods.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is FALSE?

Accepted Answer

A) Telephone interviews typically allow a study to be completed more quickly than personal interviews. 
B) Personal interviews and telephone interviews can produce interviewer bias. 
C) Sequence bias is a more acute problem with personal and telephone interviews than with mail questionnaires. 
D) The problems of interviewer bias in a telephone survey are more easily solved than in a personal interview. 
E) All of these statements are true. 
A) Telephone interviews typically allow a study to be completed more quickly than personal interviews. 
B) Personal interviews and telephone interviews can produce interviewer bias. 
C) Sequence bias is a more acute problem with personal and telephone interviews than with mail questionnaires. 
D) The problems of interviewer bias in a telephone survey are more easily solved than in a personal interview. 
E) All of these statements are true.

Question 9

The question "What was your reaction to the Budweiser advertisement you saw on television during the Super Bowl?" is an example of which type of question where the respondents are free to answer in their own words rather than being limited to choosing from among a set of alternatives?

Accepted Answer

A) Open-ended questions 
B) Closed-ended questions 
C) Scaled-response questions 
D) Ad reaction measurement 
E) None of these are correct. 
A) Open-ended questions 
B) Closed-ended questions 
C) Scaled-response questions 
D) Ad reaction measurement 
E) None of these are correct.

Question 10

"How do you feel about the Apple,Inc.?" is an example of which type of question?

Accepted Answer

A) Fixed-alternative 
B) Structured 
C) Open-ended 
D) Close-ended 
E) a,b,and c are correct. 
A) Fixed-alternative 
B) Structured 
C) Open-ended 
D) Close-ended 
E) a,b,and c are correct.

Question 11

With unstructured-undisguised questionnaires,the purpose of the study is

Accepted Answer

A) open to interpretation. 
B) not communicated to the respondents. 
C) clear,but the responses to the questions are open-ended. 
D) clear,but the responses to the questions are dichotomous. 
E) to define the responses that are open-ended. 
A) open to interpretation. 
B) not communicated to the respondents. 
C) clear,but the responses to the questions are open-ended. 
D) clear,but the responses to the questions are dichotomous. 
E) to define the responses that are open-ended.

Question 12

Jane Doe wants to administer a short survey on "student driving habits" to a representative sample of students at the local university.She secured a list of students from the student directory.She as-signed each student a unique number and then used a random number table to select her sample.The student directory from which Jane selected her sample of students to contact is referred to as

Accepted Answer

A) sampling frame. 
B) sampling control. 
C) sampling error. 
D) sampling directory. 
E) None of these are correct. 
A) sampling frame. 
B) sampling control. 
C) sampling error. 
D) sampling directory. 
E) None of these are correct.

Question 13

Fixed-alternative questions would be inappropriate for securing information about respondents'

Accepted Answer

A) apartment rental payments. 
B) motivations in husband-wife interactions over purchase decisions. 
C) age. 
D) awareness of current events. 
E) income level. 
A) apartment rental payments. 
B) motivations in husband-wife interactions over purchase decisions. 
C) age. 
D) awareness of current events. 
E) income level.

Question 14

Which of the following methods provides descriptive primary data the fastest?

Accepted Answer

A) Personal interview 
B) Online survey 
C) Mail questionnaire 
D) Inbound survey 
E) Telephone survey 
A) Personal interview 
B) Online survey 
C) Mail questionnaire 
D) Inbound survey 
E) Telephone survey

Question 15

Which of the following affords the researcher the most sample control with respect to getting cooperation from the respondent?

Accepted Answer

A) Phone interviews 
B) Personal interviews 
C) Mail questionnaires 
D) Questionnaires published in newspapers 
E) Warranty information cards 
A) Phone interviews 
B) Personal interviews 
C) Mail questionnaires 
D) Questionnaires published in newspapers 
E) Warranty information cards

Question 16

Low degrees of structure are usually associated with greater reliability,or consistency,of answers obtained.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following data collection methods is best for including pictures and/or graphics with the survey while minimizing interviewer bias in the way questions are asked?

Accepted Answer

A) Telephone interviewing 
B) Direct mail questionnaires 
C) Computer-aided interviewing 
D) Online surveys 
E) Mall intercepts 
A) Telephone interviewing 
B) Direct mail questionnaires 
C) Computer-aided interviewing 
D) Online surveys 
E) Mall intercepts

Question 18

The use of high structure greatly simplifies data coding and analysis.

Accepted Answer

A) True 
 B)False

Question 19

Depth interviews are best classified as an example of the _____ method of communication.

Accepted Answer

A) structured-undisguised 
B) unstructured-undisguised 
C) unstructured-disguised 
D) structured-disguised 
E) structured-open ended 
A) structured-undisguised 
B) unstructured-undisguised 
C) unstructured-disguised 
D) structured-disguised 
E) structured-open ended

Question 20

Structure refers to how much standardization is used with the data collection instrument.

Accepted Answer

A) True 
 B)False

Which of the following statements does NOT accurately describe the mail questionnaire?

Structure refers to how much variation is used with the data collection instrument.

Telephone interviews imply a direct face-to-face conversation between the interviewer and the respondent.

Which of the following is NOT true of a questionnaire with a high degree of structure?

An environmental research group,using the fixed-alternative format,surveys people about their re-cycling practices in order to determine support for a ban on non-returnable bottles.The group does not reveal itself or its stance on the issue.The format of this questionnaire is best described as

A(n)_____ might be the only method of obtaining a response from certain busy individuals for whom time is a scarce commodity.

Response rates are higher for telephone interviews than most other methods.

Which of the following is FALSE?

The question "What was your reaction to the Budweiser advertisement you saw on television during the Super Bowl?" is an example of which type of question where the respondents are free to answer in their own words rather than being limited to choosing from among a set of alternatives?

"How do you feel about the Apple,Inc.?" is an example of which type of question?

With unstructured-undisguised questionnaires,the purpose of the study is

Fixed-alternative questions would be inappropriate for securing information about respondents'

Which of the following methods provides descriptive primary data the fastest?

Which of the following affords the researcher the most sample control with respect to getting cooperation from the respondent?

Low degrees of structure are usually associated with greater reliability,or consistency,of answers obtained.

Which of the following data collection methods is best for including pictures and/or graphics with the survey while minimizing interviewer bias in the way questions are asked?

The use of high structure greatly simplifies data coding and analysis.

Depth interviews are best classified as an example of the _____ method of communication.

Structure refers to how much standardization is used with the data collection instrument.

The Role of Marketing Research

The Research Process and Ethical Concerns

Problem Formulation

Exploratory Research

Decision Support Systems: Introduction

Decision Support Systems: Working With Big Data

Using External Secondary Data

Conducting Causal Research

Collecting Descriptive Primary Data

Collecting Data by Observation

Asking Good Questions

Designing the Data Collection Form for Communication Data

Developing the Sampling Plan

Data Collection: Types of Error and Response Rate Calculation

Data Preparation for Analysis

Analysis and Interpretation: Individual Variables Independently

Analysis and Interpretation: Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters

Exam 11: Collecting Data by Communication

Which of the following statements does NOT accurately describe the mail questionnaire?

Structure refers to how much variation is used with the data collection instrument.

Telephone interviews imply a direct face-to-face conversation between the interviewer and the respondent.

Which of the following is NOT true of a questionnaire with a high degree of structure?

An environmental research group,using the fixed-alternative format,surveys people about their re-cycling practices in order to determine support for a ban on non-returnable bottles.The group does not reveal itself or its stance on the issue.The format of this questionnaire is best described as

A(n)_____ might be the only method of obtaining a response from certain busy individuals for whom time is a scarce commodity.

Response rates are higher for telephone interviews than most other methods.

Which of the following is FALSE?

The question "What was your reaction to the Budweiser advertisement you saw on television during the Super Bowl?" is an example of which type of question where the respondents are free to answer in their own words rather than being limited to choosing from among a set of alternatives?

"How do you feel about the Apple,Inc.?" is an example of which type of question?

With unstructured-undisguised questionnaires,the purpose of the study is

Fixed-alternative questions would be inappropriate for securing information about respondents'

Which of the following methods provides descriptive primary data the fastest?

Which of the following affords the researcher the most sample control with respect to getting cooperation from the respondent?

Low degrees of structure are usually associated with greater reliability,or consistency,of answers obtained.

Which of the following data collection methods is best for including pictures and/or graphics with the survey while minimizing interviewer bias in the way questions are asked?

The use of high structure greatly simplifies data coding and analysis.

Depth interviews are best classified as an example of the _____ method of communication.

Structure refers to how much standardization is used with the data collection instrument.

The Role of Marketing Research

The Research Process and Ethical Concerns

Problem Formulation

Exploratory Research

Decision Support Systems: Introduction

Decision Support Systems: Working With Big Data

Using External Secondary Data

Conducting Causal Research

Collecting Descriptive Primary Data

Collecting Data by Observation

Asking Good Questions

Designing the Data Collection Form for Communication Data

Developing the Sampling Plan

Data Collection: Types of Error and Response Rate Calculation

Data Preparation for Analysis

Analysis and Interpretation: Individual Variables Independently

Analysis and Interpretation: Multiple Variables Simultaneously

The Oral Research Presentation

The Written Research Report

Filters