Question 1

In a short essay,list and discuss at least three advantages and three disadvantages of using telephone interviewing to collect marketing research data.

Accepted Answer

a. Telephone interviewing,whether conduc

Question 2

A(n)________ is sent to only those respondents who complete the survey.

Accepted Answer

A)  promised incentive 
B)  observed incentive 
C)  prepaid incentive 
D)  virtual incentive 
E)  completion incentive 
A)  promised incentive 
B)  observed incentive 
C)  prepaid incentive 
D)  virtual incentive 
E)  completion incentive

Question 3

In a short essay,list and discuss the three primary methods researchers use in an attempt to improve response rates.

Accepted Answer

a. Prior notification - this consists of

Question 4

A large and nationally representative sample of households who have agreed to periodically participate in mail questionnaires,product tests,and telephone surveys are called ________.

Accepted Answer

A)  focus groups 
B)  electronic groups 
C)  exploratory groups 
D)  mail panels 
E)  household constituencies 
A)  focus groups 
B)  electronic groups 
C)  exploratory groups 
D)  mail panels 
E)  household constituencies

Question 5

Use of a formal questionnaire that presents questions in a prearranged order is called ________.

Accepted Answer

A)  exploratory data collection 
B)  structured data collection 
C)  randomized data collection 
D)  hypothetical data collection 
E)  pre-arranged data collection 
A)  exploratory data collection 
B)  structured data collection 
C)  randomized data collection 
D)  hypothetical data collection 
E)  pre-arranged data collection

Question 6

Advantages of Internet surveys over e-mail surveys include which of the following?

Accepted Answer

A)  Graphs, images, animations, and links to other Web pages may be integrated into or around the survey. 
B)  It is possible to validate responses as they are entered. 
C)  Skip patterns can be programmed and performed automatically. 
D)  All of the above are correct. 
A)  Graphs, images, animations, and links to other Web pages may be integrated into or around the survey. 
B)  It is possible to validate responses as they are entered. 
C)  Skip patterns can be programmed and performed automatically. 
D)  All of the above are correct.

Question 7

Survey questionnaires may be administered in four major modes: (1)telephone interview,(2)personal interviews,(3)mall interviews,and (4)electronic interviews (Figure 5.4 in text).

Accepted Answer

A) True 
 B)False

Question 8

Use of a formal questionnaire that presents questions in a prearranged order is called structured data collection.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following disadvantages does NOT apply to using in-home interviewing to collect research data?

Accepted Answer

A)  low control of field force 
B)  potential for interviewer bias 
C)  poor sample control 
D)  most expensive 
E)  may take long to collect the data 
A)  low control of field force 
B)  potential for interviewer bias 
C)  poor sample control 
D)  most expensive 
E)  may take long to collect the data

Question 10

Which of the following disadvantages does NOT apply to using telephone interviewing to collect research data?

Accepted Answer

A)  no use of physical stimuli 
B)  limited to simple questions 
C)  low quantity of data 
D)  poor response rate 
E)  labor costs 
A)  no use of physical stimuli 
B)  limited to simple questions 
C)  low quantity of data 
D)  poor response rate 
E)  labor costs

Question 11

________ is defined as the error due to the interviewer's failure to follow the correct interviewing procedures.

Accepted Answer

A)  Social desirability 
B)  Nonresponse error 
C)  Interviewer bias 
D)  Response bias 
E)  The fundamental attribution error 
A)  Social desirability 
B)  Nonresponse error 
C)  Interviewer bias 
D)  Response bias 
E)  The fundamental attribution error

Question 12

According to the text,despite their value,personal in-home interviews are being replaced by telephone interviews.

Accepted Answer

A) True 
 B)False

Question 13

Sample control is the ability of the survey mode to reach the units specified in the sample effectively and efficiently.

Accepted Answer

A) True 
 B)False

Question 14

The recording of behavioral patterns of people,objects,and events in a systematic manner to obtain information about the phenomenon of interest is called ________.

Accepted Answer

A)  projection 
B)  observation 
C)  description 
D)  exploration 
E)  micro-pattern research 
A)  projection 
B)  observation 
C)  description 
D)  exploration 
E)  micro-pattern research

Question 15

Interviewer bias is defined as the error due to the interviewer not following the correct interviewing procedures.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following types of incentives is included with the survey or questionnaire?

Accepted Answer

A)  promised incentive 
B)  observed incentive 
C)  prepaid incentive 
D)  virtual incentive 
E)  Hollywood incentive 
A)  promised incentive 
B)  observed incentive 
C)  prepaid incentive 
D)  virtual incentive 
E)  Hollywood incentive

Question 17

All of the following are examples of advantages of using in-home interviewing to collect research data EXCEPT that ________.

Accepted Answer

A)  it enables the interviewer to provide clarifications to the respondent, allowing for complex questions 
B)  it permits the use of physical stimuli and allows the interviewer to display or demonstrate the product 
C)  it provides very good sample control since homes can be selected without generating a list of all the homes in a given area 
D)  it allows for longer interviews 
E)  it permits easy interviewer supervision and control as the interviewers are traveling door-to-door 
A)  it enables the interviewer to provide clarifications to the respondent, allowing for complex questions 
B)  it permits the use of physical stimuli and allows the interviewer to display or demonstrate the product 
C)  it provides very good sample control since homes can be selected without generating a list of all the homes in a given area 
D)  it allows for longer interviews 
E)  it permits easy interviewer supervision and control as the interviewers are traveling door-to-door

Question 18

Which of the following is a disadvantage of observational data?

Accepted Answer

A)  Attitudes, motivations and values can't be assessed. 
B)  perceptual differences among observers 
C)  Infrequent behaviors are too expensive to record. 
D)  difficulty in observing behaviors 
E)  all of the above 
A)  Attitudes, motivations and values can't be assessed. 
B)  perceptual differences among observers 
C)  Infrequent behaviors are too expensive to record. 
D)  difficulty in observing behaviors 
E)  all of the above

Question 19

________ is an observational research strategy in which human observers record the phenomenon being observed as it occurs.

Accepted Answer

A)  Mechanical observation 
B)  Virtual observation 
C)  Personal observation 
D)  Perceptual observation 
E)  Simultaneous rigor 
A)  Mechanical observation 
B)  Virtual observation 
C)  Personal observation 
D)  Perceptual observation 
E)  Simultaneous rigor

Question 20

In a short essay,list and discuss the two major observation methods used in descriptive research.Next,list at least one advantage and one disadvantage for each of the two major observation methods.

Accepted Answer

a. In personal observation,a trai

In a short essay,list and discuss at least three advantages and three disadvantages of using telephone interviewing to collect marketing research data.

A(n)________ is sent to only those respondents who complete the survey.

In a short essay,list and discuss the three primary methods researchers use in an attempt to improve response rates.

A large and nationally representative sample of households who have agreed to periodically participate in mail questionnaires,product tests,and telephone surveys are called ________.

Use of a formal questionnaire that presents questions in a prearranged order is called ________.

Advantages of Internet surveys over e-mail surveys include which of the following?

Survey questionnaires may be administered in four major modes: (1)telephone interview,(2)personal interviews,(3)mall interviews,and (4)electronic interviews (Figure 5.4 in text).

Use of a formal questionnaire that presents questions in a prearranged order is called structured data collection.

Which of the following disadvantages does NOT apply to using in-home interviewing to collect research data?

Which of the following disadvantages does NOT apply to using telephone interviewing to collect research data?

________ is defined as the error due to the interviewer's failure to follow the correct interviewing procedures.

According to the text,despite their value,personal in-home interviews are being replaced by telephone interviews.

Sample control is the ability of the survey mode to reach the units specified in the sample effectively and efficiently.

The recording of behavioral patterns of people,objects,and events in a systematic manner to obtain information about the phenomenon of interest is called ________.

Interviewer bias is defined as the error due to the interviewer not following the correct interviewing procedures.

Which of the following types of incentives is included with the survey or questionnaire?

All of the following are examples of advantages of using in-home interviewing to collect research data EXCEPT that ________.

Which of the following is a disadvantage of observational data?

________ is an observational research strategy in which human observers record the phenomenon being observed as it occurs.

In a short essay,list and discuss the two major observation methods used in descriptive research.Next,list at least one advantage and one disadvantage for each of the two major observation methods.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design, secondary and Syndicated Data

Qualitative Research

Experimentation and Causal Research

Measurement and Scaling

Questionnaire and Form Design

Sampling: Design and Procedures

Data Collection and Preparation

Data Analysis: Frequency Distribution, hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, correlation, and Regression

Report Preparation and Presentation

Filters

Exam 5: Survey and Observation

In a short essay,list and discuss at least three advantages and three disadvantages of using telephone interviewing to collect marketing research data.

A(n)________ is sent to only those respondents who complete the survey.

In a short essay,list and discuss the three primary methods researchers use in an attempt to improve response rates.

A large and nationally representative sample of households who have agreed to periodically participate in mail questionnaires,product tests,and telephone surveys are called ________.

Use of a formal questionnaire that presents questions in a prearranged order is called ________.

Advantages of Internet surveys over e-mail surveys include which of the following?

Survey questionnaires may be administered in four major modes: (1)telephone interview,(2)personal interviews,(3)mall interviews,and (4)electronic interviews (Figure 5.4 in text).

Use of a formal questionnaire that presents questions in a prearranged order is called structured data collection.

Which of the following disadvantages does NOT apply to using in-home interviewing to collect research data?

Which of the following disadvantages does NOT apply to using telephone interviewing to collect research data?

________ is defined as the error due to the interviewer's failure to follow the correct interviewing procedures.

According to the text,despite their value,personal in-home interviews are being replaced by telephone interviews.

Sample control is the ability of the survey mode to reach the units specified in the sample effectively and efficiently.

The recording of behavioral patterns of people,objects,and events in a systematic manner to obtain information about the phenomenon of interest is called ________.

Interviewer bias is defined as the error due to the interviewer not following the correct interviewing procedures.

Which of the following types of incentives is included with the survey or questionnaire?

All of the following are examples of advantages of using in-home interviewing to collect research data EXCEPT that ________.

Which of the following is a disadvantage of observational data?

________ is an observational research strategy in which human observers record the phenomenon being observed as it occurs.

In a short essay,list and discuss the two major observation methods used in descriptive research.Next,list at least one advantage and one disadvantage for each of the two major observation methods.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design, secondary and Syndicated Data

Qualitative Research

Experimentation and Causal Research

Measurement and Scaling

Questionnaire and Form Design

Sampling: Design and Procedures

Data Collection and Preparation

Data Analysis: Frequency Distribution, hypothesis Testing, and Cross-Tabulation

Data Analysis: Hypothesis Testing Related to Differences, correlation, and Regression

Report Preparation and Presentation

Filters