Question 1

Choice of survey method can be made by answering which of the following questions? (Choose the most complete answer.)

Accepted Answer

A) "Which of the data collection methods will be the least expensive?" 
B) "Which data collection method is the customer most comfortable with?" 
C) "What data collection method will generate the most complete and generalizable information within the time horizon and without exceeding the allowable expenditure for data collection?" 
D) "Which data collection method is the researcher most comfortable with?" 
E) "How many data collection methods can be used to validate the data?" 
A) "Which of the data collection methods will be the least expensive?" 
B) "Which data collection method is the customer most comfortable with?" 
C) "What data collection method will generate the most complete and generalizable information within the time horizon and without exceeding the allowable expenditure for data collection?" 
D) "Which data collection method is the researcher most comfortable with?" 
E) "How many data collection methods can be used to validate the data?"

Question 2

Which of the following is NOT a survey mode mentioned in your text?

Accepted Answer

A) person-administered 
B) computer-administered 
C) self-administered 
D) mixed-media 
E) mixed-mode 
A) person-administered 
B) computer-administered 
C) self-administered 
D) mixed-media 
E) mixed-mode

Question 3

Choice of data collection method should be objective and not based on cultural or infrastructure considerations.

Accepted Answer

A) True 
 B)False

Question 4

Surveys allow for large samples which may be required to ensure that the study accurately represents some larger population.

Accepted Answer

A) True 
 B)False

Question 5

Because the mode may affect response,mixed-mode forms of data collection are never used in the marketing research industry.

Accepted Answer

A) True 
 B)False

Question 6

It is important that the manager allow the marketing researcher to decide on the survey mode because this person has a unique understanding of how question characteristics,respondent characteristics,and survey resources and objectives come into play.

Accepted Answer

A) True 
 B)False

Question 7

The essential objective of the drop-off survey is:

Accepted Answer

A) low cost because there is no mail-out expense 
B) to gain a prospective respondent's cooperation 
C) to minimize item omission bias 
D) to combine computerization with telephone surveying 
E) all of the above 
A) low cost because there is no mail-out expense 
B) to gain a prospective respondent's cooperation 
C) to minimize item omission bias 
D) to combine computerization with telephone surveying 
E) all of the above

Question 8

Which of the following is NOT an advantage of CATS?

Accepted Answer

A) All of the advantages of computer-driven interviewing are found in this approach. 
B) The interviewer expense or extra cost of human voice communication capability for the computer is eliminated. 
C) Because respondents' answers are saved in a file during the interview itself, tabulation can take place on a daily basis. 
D) Even if the interviews are conducted in remote locations across the United States, it is a simple matter to download the files to the central facility for daily tabulations. 
E) Researchers can take the advantages of different modes to achieve their data collection goals. 
A) All of the advantages of computer-driven interviewing are found in this approach. 
B) The interviewer expense or extra cost of human voice communication capability for the computer is eliminated. 
C) Because respondents' answers are saved in a file during the interview itself, tabulation can take place on a daily basis. 
D) Even if the interviews are conducted in remote locations across the United States, it is a simple matter to download the files to the central facility for daily tabulations. 
E) Researchers can take the advantages of different modes to achieve their data collection goals.

Question 9

All malls allow for as many research firms who wish to do so,to intercept shoppers in the malls because it attracts more customers to the malls.

Accepted Answer

A) True 
 B)False

Question 10

Because they are more popular than some other methods,person-administered surveys are often used.

Accepted Answer

A) True 
 B)False

Question 11

Self-administered questionnaires have not been found to elicit more insightful information than face-to-face interviews because there is no interviewer to draw out the needed information.

Accepted Answer

A) True 
 B)False

Question 12

A computer-administered survey is one in which computer technology plays an essential role in the interview work,in all cases,completely eliminating the need for a personal interviewer.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is considered a computer-assisted interview?

Accepted Answer

A) a human uses a computer 
B) there is no human but a voice (synthesized)is used by the computer 
C) a computerized statistical package is used 
D) a CD-ROM is used to record data 
E) both A and B 
A) a human uses a computer 
B) there is no human but a voice (synthesized)is used by the computer 
C) a computerized statistical package is used 
D) a CD-ROM is used to record data 
E) both A and B

Question 14

A disadvantage of the ________ is that the marketing researcher is more limited in the quantity and types of information that he or she can obtain.

Accepted Answer

A) telephone interview 
B) in-office interview 
C) mall-intercept interview 
D) in-home interview 
E) dual data collection 
A) telephone interview 
B) in-office interview 
C) mall-intercept interview 
D) in-home interview 
E) dual data collection

Question 15

Which of the following data collection modes comes closest to being patterned after the "man-on-the-street" interview?

Accepted Answer

A) person-on-the-street interview 
B) mall-intercept interview 
C) drop-off survey 
D) online survey 
E) mail survey 
A) person-on-the-street interview 
B) mall-intercept interview 
C) drop-off survey 
D) online survey 
E) mail survey

Choice of survey method can be made by answering which of the following questions? (Choose the most complete answer.)

Which of the following is NOT a survey mode mentioned in your text?

Choice of data collection method should be objective and not based on cultural or infrastructure considerations.

Surveys allow for large samples which may be required to ensure that the study accurately represents some larger population.

Because the mode may affect response,mixed-mode forms of data collection are never used in the marketing research industry.

It is important that the manager allow the marketing researcher to decide on the survey mode because this person has a unique understanding of how question characteristics,respondent characteristics,and survey resources and objectives come into play.

The essential objective of the drop-off survey is:

Which of the following is NOT an advantage of CATS?

All malls allow for as many research firms who wish to do so,to intercept shoppers in the malls because it attracts more customers to the malls.

Because they are more popular than some other methods,person-administered surveys are often used.

Self-administered questionnaires have not been found to elicit more insightful information than face-to-face interviews because there is no interviewer to draw out the needed information.

A computer-administered survey is one in which computer technology plays an essential role in the interview work,in all cases,completely eliminating the need for a personal interviewer.

Which of the following is considered a computer-assisted interview?

A disadvantage of the ________ is that the marketing researcher is more limited in the quantity and types of information that he or she can obtain.

Which of the following data collection modes comes closest to being patterned after the "man-on-the-street" interview?

An Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process Including the Problem and Research Objectives

Research Design Alternatives and Qualitative Research

Information Types and Sources: Secondary Data and Standardized Information

Measurement Scales

Designing Data Collection Forms

Determining Sample Size and the Sample Plan

Data Issues and Inputting Data Into Xl Data Analyst

Summarizing Your Data

Generalizing Your Findings

Determining Relationships

Finding Differences

Preparing and Presenting Your Research Report

Filters

Exam 6: Data Collection Methods

Choice of survey method can be made by answering which of the following questions? (Choose the most complete answer.)

Which of the following is NOT a survey mode mentioned in your text?

Choice of data collection method should be objective and not based on cultural or infrastructure considerations.

Surveys allow for large samples which may be required to ensure that the study accurately represents some larger population.

Because the mode may affect response,mixed-mode forms of data collection are never used in the marketing research industry.

It is important that the manager allow the marketing researcher to decide on the survey mode because this person has a unique understanding of how question characteristics,respondent characteristics,and survey resources and objectives come into play.

The essential objective of the drop-off survey is:

Which of the following is NOT an advantage of CATS?

All malls allow for as many research firms who wish to do so,to intercept shoppers in the malls because it attracts more customers to the malls.

Because they are more popular than some other methods,person-administered surveys are often used.

Self-administered questionnaires have not been found to elicit more insightful information than face-to-face interviews because there is no interviewer to draw out the needed information.

A computer-administered survey is one in which computer technology plays an essential role in the interview work,in all cases,completely eliminating the need for a personal interviewer.

Which of the following is considered a computer-assisted interview?

A disadvantage of the ________ is that the marketing researcher is more limited in the quantity and types of information that he or she can obtain.

Which of the following data collection modes comes closest to being patterned after the "man-on-the-street" interview?

An Introduction to Marketing Research

The Marketing Research Industry

The Marketing Research Process Including the Problem and Research Objectives

Research Design Alternatives and Qualitative Research

Information Types and Sources: Secondary Data and Standardized Information

Measurement Scales

Designing Data Collection Forms

Determining Sample Size and the Sample Plan

Data Issues and Inputting Data Into Xl Data Analyst

Summarizing Your Data

Generalizing Your Findings

Determining Relationships

Finding Differences

Preparing and Presenting Your Research Report

Filters