Question 1

Compared to mail surveys, e-mail surveys offer time and cost advantages, especially in large surveys.

Accepted Answer

A) True 
 B)False  True

Question 2

The advantages of using mall intercept interviews to collect research data include good control of the environment and good response rates.

Accepted Answer

A) True 
 B)False  True

Question 3

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  True

Question 4

Which of the following methods of collecting survey data is the least popular in the United States?

Accepted Answer

A) telephone interview 
B) mail interview 
C) observational interview 
D) electronic interview 
E) personal interview 
A) telephone interview 
B) mail interview 
C) observational interview 
D) electronic interview 
E) personal interview

Question 5

In a short essay, list and discuss the three categories of personal interviewing methods.

Accepted Answer

a. Personal in-home interviews - in this

Question 6

In a short essay, discuss the characteristics of the survey method of obtaining information and list at least three advantages and three disadvantages of survey research.

Accepted Answer

The survey method of obtaining informati

Question 7

Limitations of e-mail surveys include all of the following EXCEPT ________.

Accepted Answer

A) questionnaires cannot utilize programmed skip patterns, logic checks, or randomization 
B) skipping instructions (e.g., "If the answer to question 5 is yes, go to question 9")must appear explicitly, just as on paper 
C) there is inherent self-selection bias 
D) some e-mail software products limit the length of the body of an e-mail message 
A) questionnaires cannot utilize programmed skip patterns, logic checks, or randomization 
B) skipping instructions (e.g., "If the answer to question 5 is yes, go to question 9")must appear explicitly, just as on paper 
C) there is inherent self-selection bias 
D) some e-mail software products limit the length of the body of an e-mail message

Question 8

High social desirability and high cost are disadvantages of using computer-assisted personal interviewing to collect research data.

Accepted Answer

A) True 
 B)False

Question 9

Telephone interviewing is not a popular mode of administering questionnaires in countries that ________.

Accepted Answer

A) have a low rate of households with telephones 
B) have a high rate of households with telephones 
C) use English as a national language 
D) use Spanish as a national language 
E) all of the above 
A) have a low rate of households with telephones 
B) have a high rate of households with telephones 
C) use English as a national language 
D) use Spanish as a national language 
E) all of the above

Question 10

________ is the bias that arises when actual respondents differ from those who refuse to participate in ways that affect the survey results.

Accepted Answer

A) Response bias 
B) Nonresponse bias 
C) Social desirability 
D) Interviewer bias 
E) Facsimile bias 
A) Response bias 
B) Nonresponse bias 
C) Social desirability 
D) Interviewer bias 
E) Facsimile bias

Question 11

A structured questionnaire is given to a sample of a population and is designed to elicit specific information from respondents when using the survey method.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following is NOT mentioned as an advantage of social media for conducting surveys?

Accepted Answer

A) wider coverage 
B) survey administration is easy to control 
C) simplicity in implementing surveys 
D) ability to field more complex questions 
E) responses are more candid 
A) wider coverage 
B) survey administration is easy to control 
C) simplicity in implementing surveys 
D) ability to field more complex questions 
E) responses are more candid

Question 13

________ 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 14

Which of the following is NOT mentioned in the text as a method used to improve response rates?

Accepted Answer

A) prior notification 
B) incentives 
C) follow-up 
D) personalization 
E) All of these methods are used to improve response rates. 
A) prior notification 
B) incentives 
C) follow-up 
D) personalization 
E) All of these methods are used to improve response rates.

Question 15

Which of the survey methods listed below is preferable when using physical stimuli?

Accepted Answer

A) in-home 
B) mall intercept 
C) CAPI 
D) A and C only 
E) A, B and C 
A) in-home 
B) mall intercept 
C) CAPI 
D) A and C only 
E) A, B and C

Question 16

Analysis of the comments, photos, videos, audio, and other stimuli posted voluntarily by consumers on their social media sites are traces of their behaviors. An analysis of these constitutes a form of observation known as trace analysis.

Accepted Answer

A) True 
 B)False

Question 17

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 18

In a short essay, list and discuss how interviewing methods would likely vary across countries and explain why.

Accepted Answer

The popularity of the different intervie

Question 19

Observational interviews are recognized as a classification for the various methods of collecting survey data.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A) True 
 B)False

Compared to mail surveys, e-mail surveys offer time and cost advantages, especially in large surveys.

The advantages of using mall intercept interviews to collect research data include good control of the environment and good response rates.

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

Which of the following methods of collecting survey data is the least popular in the United States?

In a short essay, list and discuss the three categories of personal interviewing methods.

In a short essay, discuss the characteristics of the survey method of obtaining information and list at least three advantages and three disadvantages of survey research.

Limitations of e-mail surveys include all of the following EXCEPT ________.

High social desirability and high cost are disadvantages of using computer-assisted personal interviewing to collect research data.

Telephone interviewing is not a popular mode of administering questionnaires in countries that ________.

________ is the bias that arises when actual respondents differ from those who refuse to participate in ways that affect the survey results.

A structured questionnaire is given to a sample of a population and is designed to elicit specific information from respondents when using the survey method.

Which of the following is NOT mentioned as an advantage of social media for conducting surveys?

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

Which of the following is NOT mentioned in the text as a method used to improve response rates?

Which of the survey methods listed below is preferable when using physical stimuli?

Analysis of the comments, photos, videos, audio, and other stimuli posted voluntarily by consumers on their social media sites are traces of their behaviors. An analysis of these constitutes a form of observation known as trace analysis.

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

In a short essay, list and discuss how interviewing methods would likely vary across countries and explain why.

Observational interviews are recognized as a classification for the various methods of collecting survey data.

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

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

Compared to mail surveys, e-mail surveys offer time and cost advantages, especially in large surveys.

The advantages of using mall intercept interviews to collect research data include good control of the environment and good response rates.

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

Which of the following methods of collecting survey data is the least popular in the United States?

In a short essay, list and discuss the three categories of personal interviewing methods.

In a short essay, discuss the characteristics of the survey method of obtaining information and list at least three advantages and three disadvantages of survey research.

Limitations of e-mail surveys include all of the following EXCEPT ________.

High social desirability and high cost are disadvantages of using computer-assisted personal interviewing to collect research data.

Telephone interviewing is not a popular mode of administering questionnaires in countries that ________.

________ is the bias that arises when actual respondents differ from those who refuse to participate in ways that affect the survey results.

A structured questionnaire is given to a sample of a population and is designed to elicit specific information from respondents when using the survey method.

Which of the following is NOT mentioned as an advantage of social media for conducting surveys?

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

Which of the following is NOT mentioned in the text as a method used to improve response rates?

Which of the survey methods listed below is preferable when using physical stimuli?

Analysis of the comments, photos, videos, audio, and other stimuli posted voluntarily by consumers on their social media sites are traces of their behaviors. An analysis of these constitutes a form of observation known as trace analysis.

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

In a short essay, list and discuss how interviewing methods would likely vary across countries and explain why.

Observational interviews are recognized as a classification for the various methods of collecting survey data.

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

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