Question 1

The most serious disadvantage of observation is ________.

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 reasons for the observed behavior may not be determined because little is known about the underlying motives, beliefs, attitudes, and preferences. 
C) observational methods permit measurement of actual behavior rather than reports of intended or preferred behavior. 
D) observational data is often time consuming and expensive and it is difficult to observe certain forms of behavior, such as personal activities. 
A) if the observed phenomenon occurs frequently or is of short duration, observational methods may be cheaper and faster than survey methods. 
B) the reasons for the observed behavior may not be determined because little is known about the underlying motives, beliefs, attitudes, and preferences. 
C) observational methods permit measurement of actual behavior rather than reports of intended or preferred behavior. 
D) observational data is often time consuming and expensive and it is difficult to observe certain forms of behavior, such as personal activities.

Question 2

According to Table 6.2 in the text, the comparative evaluation of survey methods, the percentage of the total attempted interviews that are completed refers to the ________ criteria.

Accepted Answer

A) response rate 
B) control of field force 
C) social desirability/sensitive information 
D) perceived anonymity 
A) response rate 
B) control of field force 
C) social desirability/sensitive information 
D) perceived anonymity

Question 3

Not all survey methods are appropriate in a given situation.

Accepted Answer

A) True 
 B)False

Question 4

Mail surveys, mail panels, e-mail, and Internet surveys require a large field force.

Accepted Answer

A) True 
 B)False

Question 5

Questions that require respondents to choose from a set of predetermined answers are ________ questions.

Accepted Answer

A) dual response 
B) fixed alternative 
C) open-ended 
D) none of the above 
A) dual response 
B) fixed alternative 
C) open-ended 
D) none of the above

Question 6

Content analysis could be profitably employed in the analysis of structured questions.

Accepted Answer

A) True 
 B)False

Question 7

To conduct an e-mail survey, the survey is written within the body of the e-mail message.

Accepted Answer

A) True 
 B)False

Question 8

Personal interviews conducted at central locations (mall intercept and CAPI)offer the least degree of environmental control.

Accepted Answer

A) True 
 B)False

Question 9

An example of structured observation would be an auditor performing inventory analysis in a store.

Accepted Answer

A) True 
 B)False

Question 10

Unstructured observation is most appropriate for conclusive research.

Accepted Answer

A) True 
 B)False

Question 11

Telephone interviews may be further classified as traditional telephone interviews or ________ (Figure 6.1 in the text).

Accepted Answer

A) in-home 
B) computer-assisted telephone interviews (CATI) 
C) both A and B are correct 
D) none of the above 
A) in-home 
B) computer-assisted telephone interviews (CATI) 
C) both A and B are correct 
D) none of the above

Question 12

Table 6.2 in the text provides a comparative evaluation of survey methods. Mall intercept surveys allow for diversity of questions.Which two additional methods are also shown as high on the diversity of question criteria?

Accepted Answer

A) in-home interviews; computer assisted personal interviews (CAPI) 
B) in-home interviews; computer assisted telephone interviews (CATI) 
C) Internet; computer assisted telephone interviews (CATI) 
D) computer assisted telephone interviews (CATI); mall-intercept interviews 
A) in-home interviews; computer assisted personal interviews (CAPI) 
B) in-home interviews; computer assisted telephone interviews (CATI) 
C) Internet; computer assisted telephone interviews (CATI) 
D) computer assisted telephone interviews (CATI); mall-intercept interviews

Question 13

Which of the following is a disadvantage of the survey method of data collection?

Accepted Answer

A) The questionnaire is simple to administer. 
B) The data obtained are reliable because the responses are limited to the alternatives stated. 
C) Wording questions properly is not easy. 
D) Coding, analysis, and interpretation of data are relatively simple. 
A) The questionnaire is simple to administer. 
B) The data obtained are reliable because the responses are limited to the alternatives stated. 
C) Wording questions properly is not easy. 
D) Coding, analysis, and interpretation of data are relatively simple.

Question 14

In the department store project, license plate observations could be used to establish the primary trading area of a shopping mall. Observers record the license plate numbers of the automobiles in a parking lot. This is an example of ________.

Accepted Answer

A) mechanical observation 
B) personal observation 
C) content analysis 
D) trace analysis 
A) mechanical observation 
B) personal observation 
C) content analysis 
D) trace analysis

Question 15

Which of the following marketing applications is not an example of trace analysis?

Accepted Answer

A) A sample of 100 magazines were examined to determine how the portrayal of women in U.S.magazine advertisements has changed over the past 10 years. 
B) The selective erosion of tiles in a museum indexed by the replacement rate was used to determine the relative popularity of exhibits. 
C) The age and condition of cars in a parking lot were used to assess the affluence of customers. 
D) The magazines people donated to charity were used to determine people's favorite magazines. 
A) A sample of 100 magazines were examined to determine how the portrayal of women in U.S.magazine advertisements has changed over the past 10 years. 
B) The selective erosion of tiles in a museum indexed by the replacement rate was used to determine the relative popularity of exhibits. 
C) The age and condition of cars in a parking lot were used to assess the affluence of customers. 
D) The magazines people donated to charity were used to determine people's favorite magazines.

Question 16

The random digit dialing (rdd)technique is used to overcome the bias of business and recent numbers.

Accepted Answer

A) True 
 B)False

Question 17

The degree of interaction the respondent has with the interviewer and the questionnaire, as well as the ability to actually see the questions, refers to the ________.

Accepted Answer

A) respondent control 
B) sample control 
C) diversity of questions that can be asked in a survey 
D) control of data collection environment 
A) respondent control 
B) sample control 
C) diversity of questions that can be asked in a survey 
D) control of data collection environment

Question 18

In the traditional mail interview, questionnaires are mailed to random potential respondents.

Accepted Answer

A) True 
 B)False

Question 19

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 20

Which of the following advantages is not a reason why data analysis bias is low for audits and content analysis?

Accepted Answer

A) because the variables are precisely defined 
B) because the phenomenon to be observed can be recorded continuously 
C) because the data are quantitative 
D) because statistical analysis is conducted 
A) because the variables are precisely defined 
B) because the phenomenon to be observed can be recorded continuously 
C) because the data are quantitative 
D) because statistical analysis is conducted

Exam 6: Descriptive Research Design: Survey and Observation

The most serious disadvantage of observation is ________.

According to Table 6.2 in the text, the comparative evaluation of survey methods, the percentage of the total attempted interviews that are completed refers to the ________ criteria.

Not all survey methods are appropriate in a given situation.

Mail surveys, mail panels, e-mail, and Internet surveys require a large field force.

Questions that require respondents to choose from a set of predetermined answers are ________ questions.

Content analysis could be profitably employed in the analysis of structured questions.

To conduct an e-mail survey, the survey is written within the body of the e-mail message.

Personal interviews conducted at central locations (mall intercept and CAPI)offer the least degree of environmental control.

An example of structured observation would be an auditor performing inventory analysis in a store.

Unstructured observation is most appropriate for conclusive research.

Telephone interviews may be further classified as traditional telephone interviews or ________ (Figure 6.1 in the text).

Table 6.2 in the text provides a comparative evaluation of survey methods. Mall intercept surveys allow for diversity of questions.Which two additional methods are also shown as high on the diversity of question criteria?

Which of the following is a disadvantage of the survey method of data collection?

In the department store project, license plate observations could be used to establish the primary trading area of a shopping mall. Observers record the license plate numbers of the automobiles in a parking lot. This is an example of ________.

Which of the following marketing applications is not an example of trace analysis?

The random digit dialing (rdd)technique is used to overcome the bias of business and recent numbers.

The degree of interaction the respondent has with the interviewer and the questionnaire, as well as the ability to actually see the questions, refers to the ________.

In the traditional mail interview, questionnaires are mailed to random potential respondents.

Limitations of e-mail surveys include all of the following except ________.

Which of the following advantages is not a reason why data analysis bias is low for audits and content analysis?

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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