Question 1

With computer automated telephone surveying, human intervention is needed to record the questions to be asked during the phone survey.

Accepted Answer

A) True 
 B)False

Question 2

________ involves trained observers posing as consumers and shopping at company - or competitor-owned stores to collect data about customer-employee interaction and other marketing variables. (Choose the best answer.)

Accepted Answer

A) Personal observation 
B) Structured observation 
C) Mystery shopping 
D) Contrived observation 
A) Personal observation 
B) Structured observation 
C) Mystery shopping 
D) Contrived observation

Question 3

Response latency is used as a measure of the relative preference for various alternatives.

Accepted Answer

A) True 
 B)False

Question 4

Observing children playing with new toys is an example of unstructured observation.

Accepted Answer

A) True 
 B)False

Question 5

The pantry audit is a type of audit where the researcher inventories the brands, quantities, and package sizes of products in a consumer's home.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following advantages is the greatest advantage of observation methods?

Accepted Answer

A) If the observed phenomenon occurs frequently or is of short duration, observational methods may be cheaper and faster than survey methods. 
B) The data obtained are reliable because the responses are limited to the alternatives stated. 
C) Observational methods permit measurement of actual behavior rather than reports of intended or preferred behavior. 
D) Coding, analysis, and interpretation of data are relatively simple. 
A) If the observed phenomenon occurs frequently or is of short duration, observational methods may be cheaper and faster than survey methods. 
B) The data obtained are reliable because the responses are limited to the alternatives stated. 
C) Observational methods permit measurement of actual behavior rather than reports of intended or preferred behavior. 
D) Coding, analysis, and interpretation of data are relatively simple.

Question 7

If the use of physical stimuli is necessary, such as the product, a product prototype, commercials, or promotional displays during the interview, in-home interviews are preferable to personal interviews conducted at central locations (mall intercept and CAPI).

Accepted Answer

A) True 
 B)False

Question 8

A sampling frame is a representation of the elements of the target population.It consists of a list or set of directions for identifying the target population.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following statements about sample control is true?

Accepted Answer

A) Mailing lists for mail surveys are sometimes unavailable, outdated, or incomplete. 
B) It is possible to identify specific user groups within a mail panel and to direct the survey to households with specific characteristics. 
C) It can be difficult to prevent respondents from completing an Internet survey multiple times. 
D) All of the above statements are true. 
A) Mailing lists for mail surveys are sometimes unavailable, outdated, or incomplete. 
B) It is possible to identify specific user groups within a mail panel and to direct the survey to households with specific characteristics. 
C) It can be difficult to prevent respondents from completing an Internet survey multiple times. 
D) All of the above statements are true.

Question 10

Telephones offer access to geographically dispersed respondents and hard to reach areas.

Accepted Answer

A) True 
 B)False

Question 11

Decisions related to the ________ portion of the mail interview package involve sponsorship, personalization, and type of appeal (Table 6.1 in the text).

Accepted Answer

A) outgoing envelope 
B) cover letter 
C) questionnaire 
D) incentive 
A) outgoing envelope 
B) cover letter 
C) questionnaire 
D) incentive

Question 12

Which personal interviewing method utilizes help screens and courteous error messages?

Accepted Answer

A) in-home 
B) mall intercept 
C) computer-assisted personal interview (CAPI) 
D) e-mail 
A) in-home 
B) mall intercept 
C) computer-assisted personal interview (CAPI) 
D) e-mail

Question 13

Which statement is not true about natural observation?

Accepted Answer

A) The observed phenomenon will more accurately reflect the true phenomenon. 
B) A disadvantage of natural observation is the cost of waiting for the phenomenon to occur. 
C) A test kitchen set up in a shopping mall would be used in a natural observation. 
D) A disadvantage is the difficulty of measuring the phenomenon in a natural setting. 
A) The observed phenomenon will more accurately reflect the true phenomenon. 
B) A disadvantage of natural observation is the cost of waiting for the phenomenon to occur. 
C) A test kitchen set up in a shopping mall would be used in a natural observation. 
D) A disadvantage is the difficulty of measuring the phenomenon in a natural setting.

Question 14

Discuss how the researcher would code and analyze data obtained from a content analysis.

Accepted Answer

Content analysis can involve tedious cod

Question 15

Survey questionnaires may be administered in four major modes: (1)telephone interview, (2)personal interviews, (3)mall interviews, and (4)electronic interviews (Figure 6.1 in the text).

Accepted Answer

A) True 
 B)False

Question 16

Advantages of Web surveys over e-mail surveys include which of the following?

Accepted Answer

A) Graphs, images, animations, and links to other Web pages may be integrated into or around the survey. 
B) It is possible to validate responses as they are entered. 
C) Skip patterns can be programmed and performed automatically. 
D) All of the above are correct. 
A) Graphs, images, animations, and links to other Web pages may be integrated into or around the survey. 
B) It is possible to validate responses as they are entered. 
C) Skip patterns can be programmed and performed automatically. 
D) All of the above are correct.

Question 17

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 18

Which of the following statements is true about ethnographic research?

Accepted Answer

A) It is the study of human behavior in its natural context and involves observation of behavior and setting along with depth interviews. 
B) Sometimes audio and visual recordings are obtained. 
C) Both A and B are correct. 
D) None are correct. 
A) It is the study of human behavior in its natural context and involves observation of behavior and setting along with depth interviews. 
B) Sometimes audio and visual recordings are obtained. 
C) Both A and B are correct. 
D) None are correct.

Question 19

Which of the following is not a personal interview method?

Accepted Answer

A) in-home 
B) mall intercept 
C) computer-assisted personal interview (CAPI) 
D) e-mail 
A) in-home 
B) mall intercept 
C) computer-assisted personal interview (CAPI) 
D) e-mail

Question 20

The extent to which the respondent can interact with the interviewer and survey questionnaire refers to the ________.

Accepted Answer

A) flexibility of data collection 
B) sample control 
C) response rate 
D) control of data collection environment 
A) flexibility of data collection 
B) sample control 
C) response rate 
D) control of data collection environment

Exam 6: Descriptive Research Design: Survey and Observation

With computer automated telephone surveying, human intervention is needed to record the questions to be asked during the phone survey.

________ involves trained observers posing as consumers and shopping at company - or competitor-owned stores to collect data about customer-employee interaction and other marketing variables. (Choose the best answer.)

Response latency is used as a measure of the relative preference for various alternatives.

Observing children playing with new toys is an example of unstructured observation.

The pantry audit is a type of audit where the researcher inventories the brands, quantities, and package sizes of products in a consumer's home.

Which of the following advantages is the greatest advantage of observation methods?

If the use of physical stimuli is necessary, such as the product, a product prototype, commercials, or promotional displays during the interview, in-home interviews are preferable to personal interviews conducted at central locations (mall intercept and CAPI).

A sampling frame is a representation of the elements of the target population.It consists of a list or set of directions for identifying the target population.

Which of the following statements about sample control is true?

Telephones offer access to geographically dispersed respondents and hard to reach areas.

Decisions related to the ________ portion of the mail interview package involve sponsorship, personalization, and type of appeal (Table 6.1 in the text).

Which personal interviewing method utilizes help screens and courteous error messages?

Which statement is not true about natural observation?

Discuss how the researcher would code and analyze data obtained from a content analysis.

Survey questionnaires may be administered in four major modes: (1)telephone interview, (2)personal interviews, (3)mall interviews, and (4)electronic interviews (Figure 6.1 in the text).

Advantages of Web surveys over e-mail surveys include which of the following?

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

Which of the following statements is true about ethnographic research?

Which of the following is not a personal interview method?

The extent to which the respondent can interact with the interviewer and survey questionnaire refers to the ________.

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: 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 Preparation

Frequency Distribution, Cross-Tabulation, and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Report Preparation and Presentation

International Marketing Research

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