Question 1

The responses as well as questions are standardized in a(n):

Accepted Answer

A)  unstructured questionnaire. 
B)  disguised questionnaire. 
C)  structured questionnaire. 
D)  depth interview. 
E)  focus group. 
A)  unstructured questionnaire. 
B)  disguised questionnaire. 
C)  structured questionnaire. 
D)  depth interview. 
E)  focus group. C

Question 2

Long questionnaires can usually be handled best by:

Accepted Answer

A)  telephone interview. 
B)  mail questionnaire. 
C)  personal interview. 
D)  a focus group interview. 
E)  a depth interview. 
A)  telephone interview. 
B)  mail questionnaire. 
C)  personal interview. 
D)  a focus group interview. 
E)  a depth interview. C

Question 3

Although fixed-alternative questions tend to provide the most reliable responses, they may also ____.

Accepted Answer

A)  deceive the respondent 
B)  hide the purpose of the study 
C)  encourage misleading answers 
D)  avoid possible replies 
E)  obstructs factual information 
A)  deceive the respondent 
B)  hide the purpose of the study 
C)  encourage misleading answers 
D)  avoid possible replies 
E)  obstructs factual information C

Question 4

In a highly ____________________ questionnaire, the questions to be asked and the responses permitted by the subjects are completely predetermined.

Accepted Answer

The answer of In a highly ____________________ questionnaire, the questions...

Question 5

A(n) ____ might be the only method of obtaining a response from certain busy individuals for whom time is a scarce commodity.

Accepted Answer

A)  personal interview 
B)  telephone interview 
C)  mail questionnaire 
D)  mall-intercept interview 
E)  None of the above. 
A)  personal interview 
B)  telephone interview 
C)  mail questionnaire 
D)  mall-intercept interview 
E)  None of the above.

Question 6

Which of the following statements are NOT true of mall intercepts?

Accepted Answer

A)  Due to the biased nature of the sampling frame, mall intercepts have become less popular with marketers in recent years. 
B)  One problem with a mall intercept approach is that not everyone shops at malls. 
C)  One problem with a mall intercept approach is that the frequency with which a person shops at a mall affects his or her likelihood of being asked to participate in the study. 
D)  Both a and c 
E)  All of the above are true of mall intercepts. 
A)  Due to the biased nature of the sampling frame, mall intercepts have become less popular with marketers in recent years. 
B)  One problem with a mall intercept approach is that not everyone shops at malls. 
C)  One problem with a mall intercept approach is that the frequency with which a person shops at a mall affects his or her likelihood of being asked to participate in the study. 
D)  Both a and c 
E)  All of the above are true of mall intercepts.

Question 7

Which of the following items is associated with administrative control?

Accepted Answer

A)  Cost 
B)  Time 
C)  Directing the inquiry to the designated respondent 
D)  Interviewer bias 
E)  Both a and b. 
A)  Cost 
B)  Time 
C)  Directing the inquiry to the designated respondent 
D)  Interviewer bias 
E)  Both a and b.

Question 8

____ is the process of providing appropriate information to respondents after data have been collected using disguise.

Accepted Answer

A)  Debriefing 
B)  Administrative Control 
C)  Structure 
D)  Mall Intercepts 
E)  Sampling Control 
A)  Debriefing 
B)  Administrative Control 
C)  Structure 
D)  Mall Intercepts 
E)  Sampling Control

Question 9

The question: "What was your reaction to the Budweiser advertisement you saw on television during the Super Bowl?" is an example of a type of question where the respondents are free to answer in their own words rather than being limited to choosing from among a set of alternatives:

Accepted Answer

A)  open-ended questions. 
B)  closed-ended questions. 
C)  scaled-response questions. 
D)  ad reaction measurement. 
E)  None of the above. 
A)  open-ended questions. 
B)  closed-ended questions. 
C)  scaled-response questions. 
D)  ad reaction measurement. 
E)  None of the above.

Question 10

Jane Doe wants to administer a short survey on "student driving habits" to a representative sample of students at the local university. She secures a list of students from the student directory. She assigns each student a unique number and then uses a random number table to select her sample. The student directory from which Jane selects her sample of students to contact is referred to as:

Accepted Answer

A)  sampling frame. 
B)  sampling control. 
C)  sampling error. 
D)  sampling directory. 
E)  None of the above. 
A)  sampling frame. 
B)  sampling control. 
C)  sampling error. 
D)  sampling directory. 
E)  None of the above.

Question 11

Which of the following is an accurate statement with regard to personal interviews?

Accepted Answer

A)  In general they tend to be the least expensive per completed contact. 
B)  As the number of interviewers increases, so do problems of interviewer-related variations in responses. 
C)  It takes as long to get replies from a small sample as from a large sample. 
D)  Interviewer-induced bias is minimal. 
E)  They are less costly than telephone interviews. 
A)  In general they tend to be the least expensive per completed contact. 
B)  As the number of interviewers increases, so do problems of interviewer-related variations in responses. 
C)  It takes as long to get replies from a small sample as from a large sample. 
D)  Interviewer-induced bias is minimal. 
E)  They are less costly than telephone interviews.

Question 12

Which of the following is FALSE?

Accepted Answer

A)  Advantages of the mall intercept approach include the speed and ease with which a study can be implemented. 
B)  The advantages of CRT administration of questionnaires have helped telephone interviews become the most popular data collection technique. 
C)  The slower speed of data collection and processing with computer-assisted interviewing is offset by the increased accuracy of the responses. 
D)  One of the benefits of the computer-assisted interview (CAI) is increased accuracy in the results. 
E)  All of the above statements are true. 
A)  Advantages of the mall intercept approach include the speed and ease with which a study can be implemented. 
B)  The advantages of CRT administration of questionnaires have helped telephone interviews become the most popular data collection technique. 
C)  The slower speed of data collection and processing with computer-assisted interviewing is offset by the increased accuracy of the responses. 
D)  One of the benefits of the computer-assisted interview (CAI) is increased accuracy in the results. 
E)  All of the above statements are true.

Question 13

Which of the following statements does NOT accurately describe the mail questionnaire?

Accepted Answer

A)  It allows a wide sample to be used. 
B)  It allows a representative sample to be used. 
C)  It is a relatively inexpensive means of recruiting respondents. 
D)  It ensures that the correct person receives and completes the questionnaire. 
E)  It is more suitable for contacting busy executives than a telephone or personal interview. 
A)  It allows a wide sample to be used. 
B)  It allows a representative sample to be used. 
C)  It is a relatively inexpensive means of recruiting respondents. 
D)  It ensures that the correct person receives and completes the questionnaire. 
E)  It is more suitable for contacting busy executives than a telephone or personal interview.

Question 14

Which of the following is NOT an advantage of structured questions?

Accepted Answer

A)  Questions are standardized 
B)  Simple to administer 
C)  Responses difficult to interpret 
D)  Saves time and money 
E)  Easy to analyze 
A)  Questions are standardized 
B)  Simple to administer 
C)  Responses difficult to interpret 
D)  Saves time and money 
E)  Easy to analyze

Question 15

Questions that give the respondent no indication of the true purpose of the research project are known as:

Accepted Answer

A)  disguised questions. 
B)  confounded questions. 
C)  structured questions. 
D)  undisguised questions. 
E)  unstructured questions. 
A)  disguised questions. 
B)  confounded questions. 
C)  structured questions. 
D)  undisguised questions. 
E)  unstructured questions.

Question 16

Which of the following data collection methods provides the fastest turnaround?

Accepted Answer

A)  Mail surveys 
B)  Mall interviews 
C)  E-mail surveys 
D)  In-home personal interviews 
E)  Fax surveys 
A)  Mail surveys 
B)  Mall interviews 
C)  E-mail surveys 
D)  In-home personal interviews 
E)  Fax surveys

Question 17

You must conduct research to find out a great deal of information about potential customers. You need a minimum of 300 people and you know that you don't have a lot of money to conduct the research, so you will use:

Accepted Answer

A)  in-office personal interviews. 
B)  in-home personal interviews. 
C)  focus group interviews. 
D)  mail questionnaires. 
E)  observation research. 
A)  in-office personal interviews. 
B)  in-home personal interviews. 
C)  focus group interviews. 
D)  mail questionnaires. 
E)  observation research.

Question 18

Which of the following affords the researcher the most sample control with respect to getting cooperation from the respondent?

Accepted Answer

A)  Phone interviews 
B)  Personal interviews 
C)  Mail questionnaires 
D)  Questionnaires published in newspapers 
E)  Warranty information cards 
A)  Phone interviews 
B)  Personal interviews 
C)  Mail questionnaires 
D)  Questionnaires published in newspapers 
E)  Warranty information cards

Question 19

One problem with mail questionnaires is that they typically cost more than telephone interviews.

Accepted Answer

A) True 
 B)False

Question 20

A technique used in studies using telephone interviews, in which the numbers to be called are randomly generated is called ____________________.

Accepted Answer

random-dig

The responses as well as questions are standardized in a(n):

Long questionnaires can usually be handled best by:

Although fixed-alternative questions tend to provide the most reliable responses, they may also ____.

In a highly ____________________ questionnaire, the questions to be asked and the responses permitted by the subjects are completely predetermined.

A(n) ____ might be the only method of obtaining a response from certain busy individuals for whom time is a scarce commodity.

Which of the following statements are NOT true of mall intercepts?

Which of the following items is associated with administrative control?

____ is the process of providing appropriate information to respondents after data have been collected using disguise.

The question: "What was your reaction to the Budweiser advertisement you saw on television during the Super Bowl?" is an example of a type of question where the respondents are free to answer in their own words rather than being limited to choosing from among a set of alternatives:

Which of the following is an accurate statement with regard to personal interviews?

Which of the following is FALSE?

Which of the following statements does NOT accurately describe the mail questionnaire?

Which of the following is NOT an advantage of structured questions?

Questions that give the respondent no indication of the true purpose of the research project are known as:

Which of the following data collection methods provides the fastest turnaround?

You must conduct research to find out a great deal of information about potential customers. You need a minimum of 300 people and you know that you don't have a lot of money to conduct the research, so you will use:

Which of the following affords the researcher the most sample control with respect to getting cooperation from the respondent?

One problem with mail questionnaires is that they typically cost more than telephone interviews.

A technique used in studies using telephone interviews, in which the numbers to be called are randomly generated is called ____________________.

Marketing Research: From Data to Information to Action

The Research Question: Formulation of the Problem

Exploratory, Descriptive, and Causal Research Designs

Collecting Secondary Data from Inside and Outside the Organization

Collecting Primary Data by Observation

Asking Good Questions

Designing the Questionnaire

Developing the Sampling Plan

Data Collection: Enhancing Response Rates while Limiting Errors

Data Preparation for Analysis

Analysis & Interpretation: Individual Variables Independently

Analysis & Interpretation: Multiple Variables Simultaneously

The Research Report

Filters

Exam 6: Collecting Primary Data by Communication

The responses as well as questions are standardized in a(n):

Long questionnaires can usually be handled best by:

Although fixed-alternative questions tend to provide the most reliable responses, they may also ____.

In a highly ____________________ questionnaire, the questions to be asked and the responses permitted by the subjects are completely predetermined.

A(n) ____ might be the only method of obtaining a response from certain busy individuals for whom time is a scarce commodity.

Which of the following statements are NOT true of mall intercepts?

Which of the following items is associated with administrative control?

____ is the process of providing appropriate information to respondents after data have been collected using disguise.

The question: "What was your reaction to the Budweiser advertisement you saw on television during the Super Bowl?" is an example of a type of question where the respondents are free to answer in their own words rather than being limited to choosing from among a set of alternatives:

Which of the following is an accurate statement with regard to personal interviews?

Which of the following is FALSE?

Which of the following statements does NOT accurately describe the mail questionnaire?

Which of the following is NOT an advantage of structured questions?

Questions that give the respondent no indication of the true purpose of the research project are known as:

Which of the following data collection methods provides the fastest turnaround?

You must conduct research to find out a great deal of information about potential customers. You need a minimum of 300 people and you know that you don't have a lot of money to conduct the research, so you will use:

Which of the following affords the researcher the most sample control with respect to getting cooperation from the respondent?

One problem with mail questionnaires is that they typically cost more than telephone interviews.

A technique used in studies using telephone interviews, in which the numbers to be called are randomly generated is called ____________________.

Marketing Research: From Data to Information to Action

The Research Question: Formulation of the Problem

Exploratory, Descriptive, and Causal Research Designs

Collecting Secondary Data from Inside and Outside the Organization

Collecting Primary Data by Observation

Asking Good Questions

Designing the Questionnaire

Developing the Sampling Plan

Data Collection: Enhancing Response Rates while Limiting Errors

Data Preparation for Analysis

Analysis & Interpretation: Individual Variables Independently

Analysis & Interpretation: Multiple Variables Simultaneously

The Research Report

Filters