Question 1

Which of the following is NOT true of depth interviews as opposed to fixed-alternative questions?

Accepted Answer

A) Take longer to complete. 
B) Will require more interviewers. 
C) Will allow more respondents to be interviewed. 
D) Both b and c. 
E) a,b,and c. 
A) Take longer to complete. 
B) Will require more interviewers. 
C) Will allow more respondents to be interviewed. 
D) Both b and c. 
E) a,b,and c. C

Question 2

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

Accepted Answer

control

Question 3

Which of the following is FALSE?

Accepted Answer

A) Sampling control concerns the researcher's ability to direct the inquiry to a designated respondent and to get the desired cooperation from that respondent. 
B) Random digit dialing and "Plus-One" sampling are both attempts at overcoming the sampling bias of unlisted numbers. 
C) The heads of households with unlisted telephone numbers are less likely to be employed in an unskilled or semi-skilled job than heads of households with listed telephone numbers. 
D) Both a and b. 
E) Both a and c. 
A) Sampling control concerns the researcher's ability to direct the inquiry to a designated respondent and to get the desired cooperation from that respondent. 
B) Random digit dialing and "Plus-One" sampling are both attempts at overcoming the sampling bias of unlisted numbers. 
C) The heads of households with unlisted telephone numbers are less likely to be employed in an unskilled or semi-skilled job than heads of households with listed telephone numbers. 
D) Both a and b. 
E) Both a and c. C

Question 4

Compare and contrast the main methods of administering questionnaires.

Accepted Answer

Personal interviews imply a direct face-

Question 5

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 6

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 7

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 8

Which of the following is NOT true of depth interviews as opposed to fixed-alternative questions?

Accepted Answer

A) They take longer to complete. 
B) They allow more observations to be made. 
C) They require more interviewers. 
D) They are more difficult to tabulate. 
E) They are more difficult to analyze. 
A) They take longer to complete. 
B) They allow more observations to be made. 
C) They require more interviewers. 
D) They are more difficult to tabulate. 
E) They are more difficult to analyze.

Question 9

Which of the following is problematic when conducting telephone interviews in the U.S.?

Accepted Answer

A) Caller ID 
B) Answering machines 
C) Do not call list 
D) Unlisted numbers 
E) All of these are problematic. 
A) Caller ID 
B) Answering machines 
C) Do not call list 
D) Unlisted numbers 
E) All of these are problematic.

Question 10

Which of the following data collection methods is most costly?

Accepted Answer

A) E-mail surveys 
B) Mall interviews 
C) Phone interviews 
D) In-home personal interviews 
E) Web surveys 
A) E-mail surveys 
B) Mall interviews 
C) Phone interviews 
D) In-home personal interviews 
E) Web surveys

Question 11

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 12

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 13

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

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is FALSE?

Accepted Answer

A) Telephone interviews typically allow a study to be completed more quickly than personal interviews. 
B) Personal interviews and telephone interviews can produce interviewer bias. 
C) Sequence bias is a more acute problem with personal and telephone interviews than with mail questionnaires. 
D) The problems of interviewer bias in a telephone survey are more easily solved than in a personal interview. 
E) All of the above are true. 
A) Telephone interviews typically allow a study to be completed more quickly than personal interviews. 
B) Personal interviews and telephone interviews can produce interviewer bias. 
C) Sequence bias is a more acute problem with personal and telephone interviews than with mail questionnaires. 
D) The problems of interviewer bias in a telephone survey are more easily solved than in a personal interview. 
E) All of the above are true.

Question 15

Studies that rely on phone books

Accepted Answer

A) under represent households that move from one geographic area to another. 
B) often end up with an inadequate sampling frame. 
C) might encounter a non-coverage area. 
D) do not include wireless numbers. 
E) All of the above are true. 
A) under represent households that move from one geographic area to another. 
B) often end up with an inadequate sampling frame. 
C) might encounter a non-coverage area. 
D) do not include wireless numbers. 
E) All of the above are true.

Question 16

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 17

Questions which are open-ended but predetermined represent

Accepted Answer

A) a highly unstructured questionnaire. 
B) completely predetermined responses. 
C) a highly structured questionnaire. 
D) an intermediate degree of structure. 
E) an intermediate degree of disguise. 
A) a highly unstructured questionnaire. 
B) completely predetermined responses. 
C) a highly structured questionnaire. 
D) an intermediate degree of structure. 
E) an intermediate degree of disguise.

Question 18

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 19

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 20

The degree of structure in a questionnaire is the degree of standardization imposed on it.

Accepted Answer

A) True 
 B)False

Exam 10: Collecting Information by Communication

Which of the following is NOT true of depth interviews as opposed to fixed-alternative questions?

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

Which of the following is FALSE?

Compare and contrast the main methods of administering questionnaires.

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

Which of the following is FALSE?

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

Which of the following is NOT true of depth interviews as opposed to fixed-alternative questions?

Which of the following is problematic when conducting telephone interviews in the U.S.?

Which of the following data collection methods is most costly?

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

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

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

Which of the following is FALSE?

Studies that rely on phone books

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

Questions which are open-ended but predetermined represent

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

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

The degree of structure in a questionnaire is the degree of standardization imposed on it.

The Role of Marketing Research

Gathering Marketing Intelligence: The Systems Approach

Gathering Marketing Intelligence: The Project Approach

Problem Formulation

Types of Research Design and Exploratory Research

Descriptive and Causal Research Designs

Secondary Data

Standardized Marketing Information Services

Collecting Primary Data

Collecting Information by Observation

Asking Good Questions: Measurement Basics

Measuring Attitudes and Other Variables

Designing the Questionnaire or Observation Form

Developing the Sampling Plan

Determining Sample Size

Collecting the Data: Nonsampling Errors and Response Rate Calculation

Data Analysis: Preliminary Steps

Data Analysis: Analyzing Individual Variables and Basics of Hypothesis Testing

Data Analysis: Analyzing Multiple Variables Simultaneously

The Research Report

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