Question 1

Sampling error can be reduced by decreasing sample size.

Accepted Answer

A) True 
 B)False

Question 2

_____ is the degree to which a specific survey question leads a respondent to give a socially acceptable response.

Accepted Answer

A)  Incidence rate 
B)  Response rate 
C)  Data generalizability 
D)  Data precision 
E)  Topic sensitivity 
A)  Incidence rate 
B)  Response rate 
C)  Data generalizability 
D)  Data precision 
E)  Topic sensitivity

Question 3

Test marketing is the most common type of field experiment.

Accepted Answer

A) True 
 B)False

Question 4

Jenna participates in a face-to-face interview, which is part of a research study on sexually transmitted diseases. When the interviewer asks Jenna if she had any extramarital relationship in the last three years, Jenna lies to the interviewer saying that she does not engage in such relationships. In the context of survey research methods, which of the following characteristics is best exemplified in this scenario?

Accepted Answer

A)  Knowledge level 
B)  Diversity 
C)  Topic sensitivity 
D)  Incidence rate 
E)  Ability to participate 
A)  Knowledge level 
B)  Diversity 
C)  Topic sensitivity 
D)  Incidence rate 
E)  Ability to participate

Question 5

Which of the following is an advantage of person-administered survey methods?

Accepted Answer

A)  They eliminate the possibility of the interviewer-respondent interaction error. 
B)  They ensure that there are no recording errors. 
C)  Overall cost of data collection using an interviewer is lower than other data collection methods. 
D)  Interviewers can help ensure respondents are screened to represent the target population. 
E)  In-home and in-office interviews are less time consuming. 
A)  They eliminate the possibility of the interviewer-respondent interaction error. 
B)  They ensure that there are no recording errors. 
C)  Overall cost of data collection using an interviewer is lower than other data collection methods. 
D)  Interviewers can help ensure respondents are screened to represent the target population. 
E)  In-home and in-office interviews are less time consuming.

Question 6

When respondents provide wrong answers due to impaired memory, then it leads to a nonresponse error.

Accepted Answer

A) True 
 B)False

Question 7

Data precision is the:

Accepted Answer

A)  degree to which a specific question or an investigated issue leads a respondent to give a socially expected response. 
B)  level of preparation required to create an appropriate environment for a respondent. 
C)  degree to which respondents share certain similarities. 
D)  percentage of the general population that is the subject of a market research survey. 
E)  degree of accuracy of a response in relation to some other possible answer. 
A)  degree to which a specific question or an investigated issue leads a respondent to give a socially expected response. 
B)  level of preparation required to create an appropriate environment for a respondent. 
C)  degree to which respondents share certain similarities. 
D)  percentage of the general population that is the subject of a market research survey. 
E)  degree of accuracy of a response in relation to some other possible answer.

Question 8

Assume that respondents aged 70 or older are only one-third as likely to be in an Internet sample as their actual incidence in the population. Using the propensity scoring method, their responses would be:

Accepted Answer

A)  excluded from the sample to avoid any potential bias. 
B)  included as is (only once) to keep the data truly representative. 
C)  counted three times in the sample. 
D)  included selectively (about one-third of the time) in the sample. 
E)  included alternatively. 
A)  excluded from the sample to avoid any potential bias. 
B)  included as is (only once) to keep the data truly representative. 
C)  counted three times in the sample. 
D)  included selectively (about one-third of the time) in the sample. 
E)  included alternatively.

Question 9

In the context of experimental research, _____ refers to the extent to which a research design accurately identifies causal relationships.

Accepted Answer

A)  incidence rate 
B)  data generalizability 
C)  external reliability 
D)  topic sensitivity 
E)  internal validity 
A)  incidence rate 
B)  data generalizability 
C)  external reliability 
D)  topic sensitivity 
E)  internal validity

Question 10

Computer-assisted telephone interviewing (CATI) refers to interviews in which:

Accepted Answer

A)  the interviewer reads questions from a computer screen to the respondent and directly keys in the responses. 
B)  the interviewer calls up respondents, sends them an electronic survey, and assists them in completing the form. The respondents return the survey via e-mail. 
C)  computer disks (CDs) are sent to respondents through mail. The respondents complete the survey on their own personal computers and return the CDs to the researcher through mail. 
D)  a computer is used to dial and send a survey to potential respondents through fax. The respondents return the survey via fax or mail. 
E)  the respondents are asked questions through mails. 
A)  the interviewer reads questions from a computer screen to the respondent and directly keys in the responses. 
B)  the interviewer calls up respondents, sends them an electronic survey, and assists them in completing the form. The respondents return the survey via e-mail. 
C)  computer disks (CDs) are sent to respondents through mail. The respondents complete the survey on their own personal computers and return the CDs to the researcher through mail. 
D)  a computer is used to dial and send a survey to potential respondents through fax. The respondents return the survey via fax or mail. 
E)  the respondents are asked questions through mails.

Sampling error can be reduced by decreasing sample size.

_____ is the degree to which a specific survey question leads a respondent to give a socially acceptable response.

Test marketing is the most common type of field experiment.

Which of the following is an advantage of person-administered survey methods?

When respondents provide wrong answers due to impaired memory, then it leads to a nonresponse error.

Data precision is the:

Assume that respondents aged 70 or older are only one-third as likely to be in an Internet sample as their actual incidence in the population. Using the propensity scoring method, their responses would be:

In the context of experimental research, _____ refers to the extent to which a research design accurately identifies causal relationships.

Computer-assisted telephone interviewing (CATI) refers to interviews in which:

Marketing Research for Managerial Decision Making

The Marketing Research Process and Proposals

Secondary Data, Literature Reviews, and Hypotheses

Exploratory and Observational Research Designs and Data Collection Approaches

Sampling: Theory and Methods

Measurement and Scaling

Designing the Questionnaire

Qualitative Data Analysis

Preparing Data for Quantitative Analysis

Basic Data Analysis for Quantitative Research

Examining Relationships in Quantitative Research

Communicating Marketing Research Findings

Filters

Exam 5: Descriptive and Causal Research Designs

Sampling error can be reduced by decreasing sample size.

_____ is the degree to which a specific survey question leads a respondent to give a socially acceptable response.

Test marketing is the most common type of field experiment.

Which of the following is an advantage of person-administered survey methods?

When respondents provide wrong answers due to impaired memory, then it leads to a nonresponse error.

Data precision is the:

Assume that respondents aged 70 or older are only one-third as likely to be in an Internet sample as their actual incidence in the population. Using the propensity scoring method, their responses would be:

In the context of experimental research, _____ refers to the extent to which a research design accurately identifies causal relationships.

Computer-assisted telephone interviewing (CATI) refers to interviews in which:

Marketing Research for Managerial Decision Making

The Marketing Research Process and Proposals

Secondary Data, Literature Reviews, and Hypotheses

Exploratory and Observational Research Designs and Data Collection Approaches

Sampling: Theory and Methods

Measurement and Scaling

Designing the Questionnaire

Qualitative Data Analysis

Preparing Data for Quantitative Analysis

Basic Data Analysis for Quantitative Research

Examining Relationships in Quantitative Research

Communicating Marketing Research Findings

Filters