Chat with AIExam 4: Marketing Research and Information Systems
A telephone survey is a good example of a completely random sample for the entire population.
(32) 
VerifiedFalse
How is it possible to increase the response rate of a mail survey?
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Answered by Examlex AI CopilotIncreasing the response rate of a mail survey can be achieved through a combination of strategies that address the design, delivery, and follow-up of the survey. Here are several methods to consider:
1. **Personalization**: Personalize the survey as much as possible. Use the recipient's name and make the content relevant to their experiences or interests.
2. **Clear and Concise**: Keep the survey short and focused. Long surveys can be overwhelming, leading to lower completion rates. Make sure questions are clear and easy to understand.
3. **Attractive Design**: Design the survey to be visually appealing. Use professional layouts, readable fonts, and include your organization's branding to establish trust and legitimacy.
4. **Incentives**: Offer incentives for completing the survey. This could be a small gift, a discount on future services, entry into a prize draw, or even a summary of the survey findings.
5. **Pre-Notification**: Send a pre-notification letter or email to inform potential respondents about the upcoming survey. This can prepare them and increase the likelihood they will participate.
6. **Cover Letter**: Include a compelling cover letter that explains the purpose of the survey, how the data will be used, and why the respondent's feedback is valuable.
7. **Multiple Delivery Methods**: In addition to mail, consider using multiple channels to distribute your survey, such as email or online platforms, to reach a broader audience.
8. **Follow-Up**: Send follow-up reminders to non-respondents. A gentle reminder can significantly boost response rates.
9. **Ease of Return**: Provide a pre-addressed, stamped envelope for the return of the survey to make it as easy as possible for respondents to send it back.
10. **Confidentiality**: Assure respondents that their responses will be confidential. This can help increase trust and willingness to share honest feedback.
11. **Timing**: Consider the timing of your survey. Avoid holiday seasons or other busy times when potential respondents might be too occupied to participate.
12. **Pilot Testing**: Conduct a pilot test of your survey to identify any issues with the questions or the format that might discourage responses.
13. **Feedback**: Offer to share the results of the survey with participants. This can create a sense of involvement and show that their input is valued and taken seriously.
14. **Simplicity**: Make sure the survey is user-friendly. Avoid complex or technical language that might confuse respondents.
15. **Ethical Considerations**: Ensure that your survey complies with all ethical guidelines and regulations, which can enhance the credibility of your research and encourage participation.
By implementing these strategies, you can improve the response rate of your mail survey and collect more reliable data from a larger and more representative sample of respondents.
If Weight Watchers is interested in collecting information about Americans' perceptions of dieting programs, and the company believes that significant regional differences may exist, the best type of sampling would be
(39) VerifiedD
Avon believes that sales of one of its lipstick lines have fallen due to the introduction of a new lipstick line, but it wants to make this tentative hypothesis more specific before proceeding. Avon should conduct
(43) Subscription services from firms such as ACNielsen provide marketing researchers with a good source of ____ data.
(37) The final step in the marketing research process is to assess the ethicality of the data collection phase.
(39) Assume that Verizon Wireless is interested in studying the pricing expectations of its customers. If the study calls for selecting at random 100 people from each of three age groupings, ____ sampling is being used.
(28) Marketing information systems and marketing research have changed rapidly because customers and companies around the world have been linked by
(32) When more information is needed about a problem and a tentative hypothesis needs to be made more specific, marketers usually conduct ____ research.
(26) Compare reliability and validity. Why are they important considerations in marketing research?
Results of a mail survey can be misleading if there is a high non-response rate.
(34) Explain the conditions that would favor an exploratory study over a conclusive study.
One overlooked internal source of secondary marketing information discussed in the text is
(33) When marketing researchers consider sampling techniques, they are preparing to collect ____ data.
(32) Research that allows marketers to make causal inferences about relationships is called
(31) The purpose of marketing research is to inform an organization about customers' needs and desires, marketing opportunities for particular goods and services, and changing attitudes and purchase patterns of customers.
(28) Conclusive research is used when marketers need more information about a problem or want to make a tentative hypothesis more specific.
(34) Which one of the following best characterizes a marketing information system (MIS)?
(39) Survey and observation are considered secondary data collection techniques.
(39) If Procter & Gamble, the maker of Dawn dishwashing liquid, wants to know what percentage of customers examine product labels before making a product selection in the grocery store, it can best gain this information through
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