Question 1

Which of the following provides the most control in terms of the time it takes to complete a study?

Accepted Answer

A)  Personal interview 
B)  Telephone survey 
C)  Mail questionnaire 
D)  Self-administered mail questionnaire 
E)  Structured personal interview 
A)  Personal interview 
B)  Telephone survey 
C)  Mail questionnaire 
D)  Self-administered mail questionnaire 
E)  Structured personal interview

Question 2

A day before elections, a local political candidate for mayor made a speech stressing several important points. To find out whether these points impacted the candidate's popularity, he needed to obtain questionnaire data from registered hometown voters. He would be advised to employ:

Accepted Answer

A)  focus group interviews. 
B)  telephone interviews. 
C)  personal interview surveys. 
D)  a mail survey. 
E)  the use of a passive people meter. 
A)  focus group interviews. 
B)  telephone interviews. 
C)  personal interview surveys. 
D)  a mail survey. 
E)  the use of a passive people meter.

Question 3

Which of the following are advantages of highly structured questionnaires?

Accepted Answer

A)  They are simple to administer. 
B)  They are relatively straight forward. 
C)  There is no need for extensive interviewer training. 
D)  a, b, and c 
E)  None of the above are advantages of highly structured questionnaires 
A)  They are simple to administer. 
B)  They are relatively straight forward. 
C)  There is no need for extensive interviewer training. 
D)  a, b, and c 
E)  None of the above are advantages of highly structured questionnaires

Question 4

The major problem with using the mall intercept method to conduct personal interviews concerns:

Accepted Answer

A)  the ability to direct the inquiry to a randomly determined respondent. 
B)  securing the cooperation of mall merchants. 
C)  securing the cooperation of the respondent. 
D)  the noisy, distracting environment in which the interview is conducted. 
E)  the high cost of the method. 
A)  the ability to direct the inquiry to a randomly determined respondent. 
B)  securing the cooperation of mall merchants. 
C)  securing the cooperation of the respondent. 
D)  the noisy, distracting environment in which the interview is conducted. 
E)  the high cost of the method.

Question 5

Compare and contrast the main methods of administering questionnaires.

Accepted Answer

Personal interviews imply a direct face-

Question 6

Which of the following is NOT an advantage of computer-assisted interviewing?

Accepted Answer

A)  Ease of data tabulation 
B)  Explanation of complex questions 
C)  Enhanced response rates 
D)  Personalization of questions 
E)  Customized questionnaires 
A)  Ease of data tabulation 
B)  Explanation of complex questions 
C)  Enhanced response rates 
D)  Personalization of questions 
E)  Customized questionnaires

Question 7

Sampling ____________________ concerns the ability to identify, reach, and receive answers from population members.

Accepted Answer

The answer of Sampling ____________________ concerns the ability to identify,...

Question 8

____________________ interviews imply a direct face-to-face conversation between the interviewer and the respondent.

Accepted Answer

The answer of ____________________ interviews imply a direct face-to-face conversation...

Question 9

Debriefing is the process of providing appropriate information to respondents during the data collection stage.

Accepted Answer

A) True 
 B)False

Question 10

The amount of knowledge about the purpose of a study communicated to the respondent is called ____________________.

Accepted Answer

The answer of The amount of knowledge about the purpose...

Question 11

Use of a computer-aided telephone interview means that:

Accepted Answer

A)  preliminary tabulations of responses are available almost immediately, because the data are already stored in memory. 
B)  key information that the respondent has given early in the interview can be used to tailor the questionnaire to that individual. 
C)  personal interviews need to be conducted at central locations rather than door to door because of the need for electronic hook-up. 
D)  Both a and 
E)  a, b, and c. 
A)  preliminary tabulations of responses are available almost immediately, because the data are already stored in memory. 
B)  key information that the respondent has given early in the interview can be used to tailor the questionnaire to that individual. 
C)  personal interviews need to be conducted at central locations rather than door to door because of the need for electronic hook-up. 
D)  Both a and 
E)  a, b, and c.

Question 12

A disguised questionnaire makes the purpose of the research obvious.

Accepted Answer

A) True 
 B)False

Question 13

The problem of nonresponse due to refusals to participate is usually:

Accepted Answer

A)  lower with personal interviews than with either telephone interviews or mail-administered questionnaires. 
B)  lower with mail questionnaires than with telephone or personal interviews. 
C)  lower with telephone interviews than with mail questionnaires or personal interviews. 
D)  the same no matter what communication method is used. 
E)  None of the above are true. 
A)  lower with personal interviews than with either telephone interviews or mail-administered questionnaires. 
B)  lower with mail questionnaires than with telephone or personal interviews. 
C)  lower with telephone interviews than with mail questionnaires or personal interviews. 
D)  the same no matter what communication method is used. 
E)  None of the above are true.

Question 14

The fixed-alternative question is most useful when possible replies are well known, limited in number and clear cut.

Accepted Answer

A) True 
 B)False

Question 15

Which of the following questionnaire administration methods is the LEAST expensive?

Accepted Answer

A)  Personal interviews 
B)  Email/Web-based surveys 
C)  Mail surveys 
D)  Depth interview 
E)  Telephone surveys 
A)  Personal interviews 
B)  Email/Web-based surveys 
C)  Mail surveys 
D)  Depth interview 
E)  Telephone surveys

Question 16

Which of the following is FALSE?

Accepted Answer

A)  Mailing lists to serve as the sampling frame for a mail survey may be generated internally by the firm or purchased externally. 
B)  In recent years, one of the keys to using a mail questionnaire is the ability to direct the questionnaire to a specific individual, not just a position (e.g., Vice President of Marketing). 
C)  The quality of the mailing list determines the sampling control in a mail study. 
D)  Mail questionnaires typically provide more sample control than telephone or personal interviews. 
E)  They are all true. 
A)  Mailing lists to serve as the sampling frame for a mail survey may be generated internally by the firm or purchased externally. 
B)  In recent years, one of the keys to using a mail questionnaire is the ability to direct the questionnaire to a specific individual, not just a position (e.g., Vice President of Marketing). 
C)  The quality of the mailing list determines the sampling control in a mail study. 
D)  Mail questionnaires typically provide more sample control than telephone or personal interviews. 
E)  They are all true.

Question 17

Methods of questionnaire administration rank as follows in terms of time required to collect the data (quickest to slowest):

Accepted Answer

A)  Personal interviews, Web-based surveys, telephone surveys, mail surveys. 
B)  Web-based surveys, telephone surveys, personal interviews, mail surveys. 
C)  Web-based surveys, mail surveys, telephone surveys, personal interviews. 
D)  Mail surveys, personal interviews, telephone surveys, Web-based surveys. 
E)  None of the above, since all methods take about the same amount of time. 
A)  Personal interviews, Web-based surveys, telephone surveys, mail surveys. 
B)  Web-based surveys, telephone surveys, personal interviews, mail surveys. 
C)  Web-based surveys, mail surveys, telephone surveys, personal interviews. 
D)  Mail surveys, personal interviews, telephone surveys, Web-based surveys. 
E)  None of the above, since all methods take about the same amount of time.

Question 18

Which of the following data collection methods is most versatile?

Accepted Answer

A)  Personal interviews 
B)  E-mail surveys 
C)  Fax surveys 
D)  Mail surveys 
E)  Phone interviews 
A)  Personal interviews 
B)  E-mail surveys 
C)  Fax surveys 
D)  Mail surveys 
E)  Phone interviews

Question 19

One of the biggest advantages of mail questionnaires is the anonymity offered to the respondent.

Accepted Answer

A) True 
 B)False

Question 20

John was stopped at the local shopping centers and asked if he would be willing to participate in a research study. Since John was alone and mainly doing window-shopping, he agreed to participate. John was taken to a room and shown four new advertisements and asked various questions related to the ads. This type of technique is called?

Accepted Answer

A)  Person-on-the-street interview 
B)  Mall-intercept interview 
C)  Drop-off survey 
D)  Ad recall interview 
E)  None of the above. 
A)  Person-on-the-street interview 
B)  Mall-intercept interview 
C)  Drop-off survey 
D)  Ad recall interview 
E)  None of the above.

Which of the following provides the most control in terms of the time it takes to complete a study?

A day before elections, a local political candidate for mayor made a speech stressing several important points. To find out whether these points impacted the candidate's popularity, he needed to obtain questionnaire data from registered hometown voters. He would be advised to employ:

Which of the following are advantages of highly structured questionnaires?

The major problem with using the mall intercept method to conduct personal interviews concerns:

Compare and contrast the main methods of administering questionnaires.

Which of the following is NOT an advantage of computer-assisted interviewing?

Sampling ____________________ concerns the ability to identify, reach, and receive answers from population members.

____________________ interviews imply a direct face-to-face conversation between the interviewer and the respondent.

Debriefing is the process of providing appropriate information to respondents during the data collection stage.

The amount of knowledge about the purpose of a study communicated to the respondent is called ____________________.

Use of a computer-aided telephone interview means that:

A disguised questionnaire makes the purpose of the research obvious.

The problem of nonresponse due to refusals to participate is usually:

The fixed-alternative question is most useful when possible replies are well known, limited in number and clear cut.

Which of the following questionnaire administration methods is the LEAST expensive?

Which of the following is FALSE?

Methods of questionnaire administration rank as follows in terms of time required to collect the data (quickest to slowest):

Which of the following data collection methods is most versatile?

One of the biggest advantages of mail questionnaires is the anonymity offered to the respondent.

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

Which of the following provides the most control in terms of the time it takes to complete a study?

A day before elections, a local political candidate for mayor made a speech stressing several important points. To find out whether these points impacted the candidate's popularity, he needed to obtain questionnaire data from registered hometown voters. He would be advised to employ:

Which of the following are advantages of highly structured questionnaires?

The major problem with using the mall intercept method to conduct personal interviews concerns:

Compare and contrast the main methods of administering questionnaires.

Which of the following is NOT an advantage of computer-assisted interviewing?

Sampling ____________________ concerns the ability to identify, reach, and receive answers from population members.

____________________ interviews imply a direct face-to-face conversation between the interviewer and the respondent.

Debriefing is the process of providing appropriate information to respondents during the data collection stage.

The amount of knowledge about the purpose of a study communicated to the respondent is called ____________________.

Use of a computer-aided telephone interview means that:

A disguised questionnaire makes the purpose of the research obvious.

The problem of nonresponse due to refusals to participate is usually:

The fixed-alternative question is most useful when possible replies are well known, limited in number and clear cut.

Which of the following questionnaire administration methods is the LEAST expensive?

Which of the following is FALSE?

Methods of questionnaire administration rank as follows in terms of time required to collect the data (quickest to slowest):

Which of the following data collection methods is most versatile?

One of the biggest advantages of mail questionnaires is the anonymity offered to the respondent.

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