Question 1

According to the text, using telephone interviews to collect survey data is the least popular method of collecting survey data.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following is NOT recognized as an advantage of using electronic interviewing to collect research data?

Accepted Answer

A)  no interviewer bias 
B)  high speed 
C)  low cost 
D)  high sample control 
E)  hard-to-reach-respondent contact 
A)  no interviewer bias 
B)  high speed 
C)  low cost 
D)  high sample control 
E)  hard-to-reach-respondent contact

Question 3

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 4

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

Accepted Answer

a. Personal in-home interviews - in this

Question 5

Which of the following is NOT a relative disadvantage of using personal observation methods?

Accepted Answer

A)  high observation bias 
B)  high analysis bias 
C)  unsuitable in natural settings 
D)  all of the selections are relative disadvantages of using personal observation methods 
E)  A and B only 
A)  high observation bias 
B)  high analysis bias 
C)  unsuitable in natural settings 
D)  all of the selections are relative disadvantages of using personal observation methods 
E)  A and B only

Question 6

A limitation is that online surveys conducted through social media platforms do not encourage committed and credible feedback.

Accepted Answer

A) True 
 B)False

Question 7

Poor response rates and the potential for interviewer bias are disadvantages of using mall intercept interviews to collect research data.

Accepted Answer

A) True 
 B)False

Question 8

The advantages of using in-home interviewing to collect research data include very good sample control and the ability to collect a large quantity of data.

Accepted Answer

A) True 
 B)False

Question 9

Survey questionnaires may be administered in four major modes: (1) telephone interview, (2) personal interviews, (3) mall interviews, and (4) electronic interviews (Figure 7.4 in text).

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is NOT recognized as an advantage of using mail interviews to collect research data?

Accepted Answer

A)  no interviewer bias 
B)  good control of environment 
C)  low social desirability 
D)  low/moderate cost 
E)  no field force problems 
A)  no interviewer bias 
B)  good control of environment 
C)  low social desirability 
D)  low/moderate cost 
E)  no field force problems

Question 11

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

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 12

The method of interview that is one of the most popular for collecting survey data is mail interviews.

Accepted Answer

A) True 
 B)False

Question 13

The advantages of using electronic interviewing to collect research data include high speed and low cost.

Accepted Answer

A) True 
 B)False

Question 14

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

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

The interviews conducted by Procter & Gamble on Olay Beauty Bar, where the respondents actually washed their hands and face with the bar in a test area before responding to a survey falls under which of the following categories?

Accepted Answer

A)  traditional telephone interviews 
B)  computer-assisted telephone interviewing 
C)  personal in-home interviews 
D)  mall-intercept personal interviews 
E)  computer-assisted personal interviewing (CAPI) 
A)  traditional telephone interviews 
B)  computer-assisted telephone interviewing 
C)  personal in-home interviews 
D)  mall-intercept personal interviews 
E)  computer-assisted personal interviewing (CAPI)

Question 17

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 18

Sugging is fund-raising under the guise of research.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A)  Social desirability 
B)  Interviewer bias 
C)  Nonresponse bias 
D)  Efficiency effect 
E)  Sample control 
A)  Social desirability 
B)  Interviewer bias 
C)  Nonresponse bias 
D)  Efficiency effect 
E)  Sample control

Question 20

The disadvantages of using mail interviews to collect research data include all of the following EXCEPT:

Accepted Answer

A)  high interviewer bias. 
B)  limited to simple questions. 
C)  low sample control for cold mail. 
D)  no control of environment. 
E)  low speed. 
A)  high interviewer bias. 
B)  limited to simple questions. 
C)  low sample control for cold mail. 
D)  no control of environment. 
E)  low speed.

According to the text, using telephone interviews to collect survey data is the least popular method of collecting survey data.

Which of the following is NOT recognized as an advantage of using electronic interviewing to collect research data?

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

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

Which of the following is NOT a relative disadvantage of using personal observation methods?

A limitation is that online surveys conducted through social media platforms do not encourage committed and credible feedback.

Poor response rates and the potential for interviewer bias are disadvantages of using mall intercept interviews to collect research data.

The advantages of using in-home interviewing to collect research data include very good sample control and the ability to collect a large quantity of data.

Survey questionnaires may be administered in four major modes: (1) telephone interview, (2) personal interviews, (3) mall interviews, and (4) electronic interviews (Figure 7.4 in text).

Which of the following is NOT recognized as an advantage of using mail interviews to collect research data?

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

The method of interview that is one of the most popular for collecting survey data is mail interviews.

The advantages of using electronic interviewing to collect research data include high speed and low cost.

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.

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

The interviews conducted by Procter & Gamble on Olay Beauty Bar, where the respondents actually washed their hands and face with the bar in a test area before responding to a survey falls under which of the following categories?

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.

Sugging is fund-raising under the guise of research.

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

The disadvantages of using mail interviews to collect research data include all of the following EXCEPT:

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

According to the text, using telephone interviews to collect survey data is the least popular method of collecting survey data.

Which of the following is NOT recognized as an advantage of using electronic interviewing to collect research data?

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

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

Which of the following is NOT a relative disadvantage of using personal observation methods?

A limitation is that online surveys conducted through social media platforms do not encourage committed and credible feedback.

Poor response rates and the potential for interviewer bias are disadvantages of using mall intercept interviews to collect research data.

The advantages of using in-home interviewing to collect research data include very good sample control and the ability to collect a large quantity of data.

Survey questionnaires may be administered in four major modes: (1) telephone interview, (2) personal interviews, (3) mall interviews, and (4) electronic interviews (Figure 7.4 in text).

Which of the following is NOT recognized as an advantage of using mail interviews to collect research data?

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

The method of interview that is one of the most popular for collecting survey data is mail interviews.

The advantages of using electronic interviewing to collect research data include high speed and low cost.

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.

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

The interviews conducted by Procter & Gamble on Olay Beauty Bar, where the respondents actually washed their hands and face with the bar in a test area before responding to a survey falls under which of the following categories?

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.

Sugging is fund-raising under the guise of research.

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

The disadvantages of using mail interviews to collect research data include all of the following EXCEPT:

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