Question 1

Participant blogs and online research communities may be considered to be examples of e-ethnography or netnography.

Accepted Answer

A) True 
 B)False

Question 2

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

Accepted Answer

A)  poor response rate. 
B)  potential for interviewer bias. 
C)  moderate quantity of data can be collected. 
D)  high cost. 
E)  high social desirability. 
A)  poor response rate. 
B)  potential for interviewer bias. 
C)  moderate quantity of data can be collected. 
D)  high cost. 
E)  high social desirability.

Question 3

Which of the following is NOT mentioned as a disadvantage of social media for conducting surveys?

Accepted Answer

A)  surveys do not address the responses from nonusers of social media 
B)  survey administration is difficult to control. 
C)  inability to field more complex questions 
D)  response rates may be low 
E)  confidentiality is an issue 
A)  surveys do not address the responses from nonusers of social media 
B)  survey administration is difficult to control. 
C)  inability to field more complex questions 
D)  response rates may be low 
E)  confidentiality is an issue

Question 4

People are more likely to respond and respond sooner to fax surveys than mail surveys.

Accepted Answer

A) True 
 B)False

Question 5

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

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 6

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

Accepted Answer

A) True 
 B)False

Question 7

An observational research strategy in which mechanical devices, rather than human observers, record the phenomenon being observed is called mechanical observation.

Accepted Answer

A) True 
 B)False

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 social desirability.

Accepted Answer

A) True 
 B)False

Question 9

High interviewer bias is a primary disadvantage of using mail interviews to collect research data.

Accepted Answer

A) True 
 B)False

Question 10

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 11

Which of the following is NOT an advantage of using telephone interviewing to collect research data?

Accepted Answer

A)  large quantity of data can be collected 
B)  high sample control 
C)  good control of the field force 
D)  good response rate 
E)  fast 
A)  large quantity of data can be collected 
B)  high sample control 
C)  good control of the field force 
D)  good response rate 
E)  fast

Question 12

The percentage of the total attempted interviews that are completed is referred to as response rate.

Accepted Answer

A) True 
 B)False

Question 13

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 14

CAPI interviewing is inappropriate for conducting B2B research at trade shows or conventions.

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

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

Question 16

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 17

In CAPI, interviewer bias is reduced because the computer administers the interview.

Accepted Answer

A) True 
 B)False

Question 18

The advantages of using in-home interviewing to collect research data include all of the following EXCEPT:

Accepted Answer

A)  good for physical stimuli. 
B)  least expensive. 
C)  good sample control. 
D)  large quantity of data can be collected. 
E)  complex questions can be asked. 
A)  good for physical stimuli. 
B)  least expensive. 
C)  good sample control. 
D)  large quantity of data can be collected. 
E)  complex questions can be asked.

Question 19

An advantage of using mail interviews to collect research data is the ability to control the interviewing environment.

Accepted Answer

A) True 
 B)False

Question 20

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

Participant blogs and online research communities may be considered to be examples of e-ethnography or netnography.

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

Which of the following is NOT mentioned as a disadvantage of social media for conducting surveys?

People are more likely to respond and respond sooner to fax surveys than mail surveys.

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

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

An observational research strategy in which mechanical devices, rather than human observers, record the phenomenon being observed is called mechanical observation.

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

High interviewer bias is a primary disadvantage of using mail interviews to collect research data.

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 an advantage of using telephone interviewing to collect research data?

The percentage of the total attempted interviews that are completed is referred to as response rate.

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

CAPI interviewing is inappropriate for conducting B2B research at trade shows or conventions.

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

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

In CAPI, interviewer bias is reduced because the computer administers the interview.

The advantages of using in-home interviewing to collect research data include all of the following EXCEPT:

An advantage of using mail interviews to collect research data is the ability to control the interviewing environment.

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

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

Participant blogs and online research communities may be considered to be examples of e-ethnography or netnography.

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

Which of the following is NOT mentioned as a disadvantage of social media for conducting surveys?

People are more likely to respond and respond sooner to fax surveys than mail surveys.

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

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

An observational research strategy in which mechanical devices, rather than human observers, record the phenomenon being observed is called mechanical observation.

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

High interviewer bias is a primary disadvantage of using mail interviews to collect research data.

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 an advantage of using telephone interviewing to collect research data?

The percentage of the total attempted interviews that are completed is referred to as response rate.

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

CAPI interviewing is inappropriate for conducting B2B research at trade shows or conventions.

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

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

In CAPI, interviewer bias is reduced because the computer administers the interview.

The advantages of using in-home interviewing to collect research data include all of the following EXCEPT:

An advantage of using mail interviews to collect research data is the ability to control the interviewing environment.

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

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