Question 1

Which of the following is NOT recognized as a classification for the various methods of collecting survey data?

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 C

Question 2

The collection of survey data through social media sites can be automated, but does not allow the researcher to customize reach to various segments of consumers.

Accepted Answer

A) True 
 B)False  False

Question 3

Briefly discuss mechanical observation. What is it and why is it used? Describe two devices used for mechanical observation that do not require the respondent's direct participation.

Accepted Answer

In mechanical observation, mechanical devices, rather than human observers, record the phenomenon being observed. These devices may or may not require the respondents' direct participation. They are used for continuously recording ongoing behavior for later analysis. Of the mechanical devices that do not require respondents' direct participation, the Nielsen audimeter is best known. The audimeter is attached to a television set to continually record what channel the set is tuned to. Recently, people meters have been introduced. People meters attempt to measure not only the channels to which a set is tuned but also who is watching. Other common examples include turnstiles that record the number of people entering or leaving a building, and traffic counters placed across streets to determine the number of vehicles passing certain locations. On-site cameras (still, motion picture, or video) are increasingly used by retailers to assess package designs, counter space, floor displays, and traffic flow patterns. Technological advances such as the Universal Product Code (UPC) have made a major impact on mechanical observation. The UPC system, together with optical scanners, allows for mechanized information collection regarding consumer purchases by product category, brand, store type, price, and quantity.

Question 4

All of the following are recognized as disadvantages of using electronic interviewing to collect research data EXCEPT:

Accepted Answer

A)  high interviewer bias. 
B)  limited to simple questions. 
C)  low sample control. 
D)  low response rate. 
E)  moderate quantity of data. 
A)  high interviewer bias. 
B)  limited to simple questions. 
C)  low sample control. 
D)  low response rate. 
E)  moderate quantity of data.

Question 5

According to the text, which of the following types of questions does not apply to survey research?

Accepted Answer

A)  questions regarding behavior 
B)  questions regarding attitudes 
C)  questions regarding lifestyle characteristics 
D)  questions regarding observational research 
E)  questions regarding motivations 
A)  questions regarding behavior 
B)  questions regarding attitudes 
C)  questions regarding lifestyle characteristics 
D)  questions regarding observational research 
E)  questions regarding motivations

Question 6

Which of the following is NOT an advantage of using computer-assisted personal interviewing to collect research data?

Accepted Answer

A)  good response rate 
B)  low cost 
C)  low potential for interviewer bias 
D)  good for physical stimuli 
E)  very good control of environment 
A)  good response rate 
B)  low cost 
C)  low potential for interviewer bias 
D)  good for physical stimuli 
E)  very good control of environment

Question 7

Which of the following statements is not correct about computer-assisted telephone interviewing (CATI)?

Accepted Answer

A)  The computer checks the responses for appropriateness and consistency. 
B)  Interviewing time is reduced, data quality is enhanced, and the laborious steps in the data-collection process, coding questionnaires and entering the data into the computer, are eliminated. 
C)  Multiple questions appear on the screen at one time. 
D)  Interim and update reports on data collection or results can be provided almost instantaneously. 
A)  The computer checks the responses for appropriateness and consistency. 
B)  Interviewing time is reduced, data quality is enhanced, and the laborious steps in the data-collection process, coding questionnaires and entering the data into the computer, are eliminated. 
C)  Multiple questions appear on the screen at one time. 
D)  Interim and update reports on data collection or results can be provided almost instantaneously.

Question 8

The tendency of the respondents to give answers that may not be accurate but that may be desirable from a social standpoint is called ________.

Accepted Answer

A)  interviewer bias 
B)  social desirability 
C)  nonresponse error 
D)  response rate 
E)  the fundamental attribution error 
A)  interviewer bias 
B)  social desirability 
C)  nonresponse error 
D)  response rate 
E)  the fundamental attribution error

Question 9

Which of the following is NOT a disadvantage of electronic methods of data collection?

Accepted Answer

A)  only simple questions can be asked 
B)  low sample control 
C)  low response rate 
D)  only moderate quantities of data can be obtained 
E)  low social desirability 
A)  only simple questions can be asked 
B)  low sample control 
C)  low response rate 
D)  only moderate quantities of data can be obtained 
E)  low social desirability

Question 10

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

Question 11

Low sample control and low response rates are disadvantages of using electronic interviewing to collect research data.

Accepted Answer

A) True 
 B)False

Question 12

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 13

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

Accepted Answer

A) True 
 B)False

Question 14

Response bias 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) True 
 B)False

Question 15

Which of the following is NOT an advantage of using mall intercept interviews to collect research data?

Accepted Answer

A)  good for physical stimuli 
B)  good control of the environment 
C)  low cost 
D)  good response rate 
E)  complex questions can be asked 
A)  good for physical stimuli 
B)  good control of the environment 
C)  low cost 
D)  good response rate 
E)  complex questions can be asked

Question 16

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 condu

Question 17

Which of the following elements is NOT included in an Internet survey system?

Accepted Answer

A)  questionnaire design 
B)  web server 
C)  database 
D)  data delivery program 
E)  pre-programmed incentives 
A)  questionnaire design 
B)  web server 
C)  database 
D)  data delivery program 
E)  pre-programmed incentives

Question 18

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

Accepted Answer

A)  focus group method 
B)  exploratory method 
C)  survey method 
D)  sampling method 
E)  motivation elicitation technique 
A)  focus group method 
B)  exploratory method 
C)  survey method 
D)  sampling method 
E)  motivation elicitation technique

Question 19

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 20

A prepaid incentive is sent to only those respondents who complete the survey.

Accepted Answer

A) True 
 B)False

Which of the following is NOT recognized as a classification for the various methods of collecting survey data?

The collection of survey data through social media sites can be automated, but does not allow the researcher to customize reach to various segments of consumers.

Briefly discuss mechanical observation. What is it and why is it used? Describe two devices used for mechanical observation that do not require the respondent's direct participation.

All of the following are recognized as disadvantages of using electronic interviewing to collect research data EXCEPT:

According to the text, which of the following types of questions does not apply to survey research?

Which of the following is NOT an advantage of using computer-assisted personal interviewing to collect research data?

Which of the following statements is not correct about computer-assisted telephone interviewing (CATI)?

The tendency of the respondents to give answers that may not be accurate but that may be desirable from a social standpoint is called ________.

Which of the following is NOT a disadvantage of electronic methods of data collection?

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

Low sample control and low response rates are disadvantages of using electronic interviewing to collect research data.

Limitations of e-mail surveys include all of the following EXCEPT:

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

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

Which of the following is NOT an advantage of using mall intercept interviews to collect research data?

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

Which of the following elements is NOT included in an Internet survey system?

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

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

A prepaid incentive is sent to only those respondents who complete the survey.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Syndicated Sources of Secondary Data

Exploratory Research Design: Qualitative Research

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork: Data Collection

Data Preparation and Analysis Strategy

Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Hypothesis Testing Related to Differences

Correlation and Regression

Report Preparation and Presentation

Filters

Exam 7: Descriptive Research Design: Survey and Observation

Which of the following is NOT recognized as a classification for the various methods of collecting survey data?

The collection of survey data through social media sites can be automated, but does not allow the researcher to customize reach to various segments of consumers.

Briefly discuss mechanical observation. What is it and why is it used? Describe two devices used for mechanical observation that do not require the respondent's direct participation.

All of the following are recognized as disadvantages of using electronic interviewing to collect research data EXCEPT:

According to the text, which of the following types of questions does not apply to survey research?

Which of the following is NOT an advantage of using computer-assisted personal interviewing to collect research data?

Which of the following statements is not correct about computer-assisted telephone interviewing (CATI)?

The tendency of the respondents to give answers that may not be accurate but that may be desirable from a social standpoint is called ________.

Which of the following is NOT a disadvantage of electronic methods of data collection?

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

Low sample control and low response rates are disadvantages of using electronic interviewing to collect research data.

Limitations of e-mail surveys include all of the following EXCEPT:

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

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

Which of the following is NOT an advantage of using mall intercept interviews to collect research data?

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

Which of the following elements is NOT included in an Internet survey system?

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

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

A prepaid incentive is sent to only those respondents who complete the survey.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Syndicated Sources of Secondary Data

Exploratory Research Design: Qualitative Research

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork: Data Collection

Data Preparation and Analysis Strategy

Frequency Distribution, Hypothesis Testing, and Cross-Tabulation

Hypothesis Testing Related to Differences

Correlation and Regression

Report Preparation and Presentation

Filters