Exam 6: Descriptive Research Design: Survey and Observation

Electronic surveys can be conducted by e-mail or administered on the Internet or the Web.

Which telephone interview method involves phoning a sample of respondents and asking them a series of questions with the interviewer using a paper questionnaire to record the responses with a pencil?

The most popular data-collection method is the structured direct survey.

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

________ involves observation techniques where the researcher clearly defines the behaviors to be observed and the methods by which they will be measured.

With the survey method of obtaining information respondents are asked a variety of questions regarding their behavior, intentions, attitudes, awareness, motivations, and demographic and lifestyle characteristics.

Because of the mail panel members' commitment, the response rates can approach 80 percent.

________ includes observation as well as analysis.

The Internet is the fastest method of obtaining data from a large number of respondents. There are many reasons for this speed. Which of the following is not one of those reasons?

The various data-collection modes are mutually exclusive.

According to Table 6.2 in the text, the comparative evaluation of survey methods, the tendency of the respondents to give answers that are socially acceptable whether or not they are true refers to the ________ criteria.

________ is observation that involves a researcher monitoring all relevant phenomenon, without specifying the details in advance.

Briefly discuss mechanical observation. What is it and why is it used? Describe two devices used for mechanical observation that do not require the respondent's direct participation.

The use of physical stimuli is not limited in ________.

In structured data collection, a formal questionnaire is prepared and the questions are asked in a prearranged order; thus the process is also direct. Direct means that the purpose of the project is not disclosed to the respondents.

Generally, the pantry audit is conducted in conjunction with one of the survey methods.

What are the issues surrounding selecting the appropriate survey method for an international marketing research project (Table 6.6 in the text)?

Computer assisted personal interviews tend to be the most expensive mode of data collection per completed response.

Nielsen uses audimeters attached to television sets to continually record what channel the set is tuned to. This is an example of ________.

In the department store patronage project, ________ may be used to analyze magazine advertisements of the sponsoring and competing stores to compare their projected images.