Question 1

The use of disguised communication to gather primary research data can

Accepted Answer

A) involve active deception. 
B) help eliminate response bias. 
C) hide the purpose or sponsor of the study. 
D) create a more natural environment in which to collect data from individuals. 
E) All of these are correct. 
A) involve active deception. 
B) help eliminate response bias. 
C) hide the purpose or sponsor of the study. 
D) create a more natural environment in which to collect data from individuals. 
E) All of these are correct.

Question 2

Long questionnaires can usually be handled best by

Accepted Answer

A) telephone interview. 
B) mail questionnaire. 
C) personal interview. 
D) a focus group interview. 
E) a depth interview. 
A) telephone interview. 
B) mail questionnaire. 
C) personal interview. 
D) a focus group interview. 
E) a depth interview.

Question 3

The responses,as well as the questions,are standardized in a(n)

Accepted Answer

A) unstructured-disguised questionnaire. 
B) unstructured-undisguised questionnaire. 
C) structured-undisguised questionnaire. 
D) depth interview. 
E) focus group. 
A) unstructured-disguised questionnaire. 
B) unstructured-undisguised questionnaire. 
C) structured-undisguised questionnaire. 
D) depth interview. 
E) focus group.

Question 4

Which of the following data collection methods is most costly?

Accepted Answer

A) E-mail surveys 
B) Mall interviews 
C) Phone interviews 
D) In-home personal interviews 
E) Web surveys 
A) E-mail surveys 
B) Mall interviews 
C) Phone interviews 
D) In-home personal interviews 
E) Web surveys

Question 5

You must conduct research to find out a great deal of information about potential customers.You need a minimum of 300 people,and you know that you don't have a lot of money to conduct the re-search,so you will use

Accepted Answer

A) in-office personal interviews. 
B) in-home personal interviews. 
C) focus group interviews. 
D) mail questionnaire. 
E) observation research. 
A) in-office personal interviews. 
B) in-home personal interviews. 
C) focus group interviews. 
D) mail questionnaire. 
E) observation research.

Question 6

Which of the following is FALSE?

Accepted Answer

A) Mailing lists to serve as the sampling frame for a mail survey may be generated internally by the firm or purchased externally. 
B) In recent years,one of the keys to using a mail questionnaire is the ability to direct the questionnaire to a specific individual,not just a position (e.g.,Vice President of Marketing). 
C) The quality of the mailing list determines the sampling control in a mail study. 
D) Mail questionnaires typically provide more sample control than telephone or personal interviews. 
E) All of these are correct. 
A) Mailing lists to serve as the sampling frame for a mail survey may be generated internally by the firm or purchased externally. 
B) In recent years,one of the keys to using a mail questionnaire is the ability to direct the questionnaire to a specific individual,not just a position (e.g.,Vice President of Marketing). 
C) The quality of the mailing list determines the sampling control in a mail study. 
D) Mail questionnaires typically provide more sample control than telephone or personal interviews. 
E) All of these are correct.

Question 7

The problem of nonresponse due to refusals to participate is usually

Accepted Answer

A) lower with personal interviews than with either telephone interviews or mail-administered questionnaires. 
B) lower with mail questionnaires than with telephone or personal interviews. 
C) lower with telephone interviews than with mail questionnaires or personal interviews. 
D) the same no matter what communication method is used. 
E) None of these are correct. 
A) lower with personal interviews than with either telephone interviews or mail-administered questionnaires. 
B) lower with mail questionnaires than with telephone or personal interviews. 
C) lower with telephone interviews than with mail questionnaires or personal interviews. 
D) the same no matter what communication method is used. 
E) None of these are correct.

Question 8

Mall intercepts are popular for conducting personal interviews among consumers in retail shopping centers.

Accepted Answer

A) True 
 B)False

The use of disguised communication to gather primary research data can

Long questionnaires can usually be handled best by

The responses,as well as the questions,are standardized in a(n)

Which of the following data collection methods is most costly?

You must conduct research to find out a great deal of information about potential customers.You need a minimum of 300 people,and you know that you don't have a lot of money to conduct the re-search,so you will use

Which of the following is FALSE?

The problem of nonresponse due to refusals to participate is usually

Mall intercepts are popular for conducting personal interviews among consumers in retail shopping centers.

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

The use of disguised communication to gather primary research data can

Long questionnaires can usually be handled best by

The responses,as well as the questions,are standardized in a(n)

Which of the following data collection methods is most costly?

You must conduct research to find out a great deal of information about potential customers.You need a minimum of 300 people,and you know that you don't have a lot of money to conduct the re-search,so you will use

Which of the following is FALSE?

The problem of nonresponse due to refusals to participate is usually

Mall intercepts are popular for conducting personal interviews among consumers in retail shopping centers.

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