Question 1

Depth interviews are an example of the ____ method of communication.

Accepted Answer

A) structured-undisguised 
B) unstructured-undisguised 
C) unstructured-disguised 
D) structured-disguised 
E) structured-open ended 
A) structured-undisguised 
B) unstructured-undisguised 
C) unstructured-disguised 
D) structured-disguised 
E) structured-open ended

Question 2

In a depth interview

Accepted Answer

A) the interviewer probes for elaboration. 
B) the interviewer follows a rigid outline. 
C) question sequence does not vary from interview to interview. 
D) response alternatives are fixed. 
E) interviewer training is unimportant. 
A) the interviewer probes for elaboration. 
B) the interviewer follows a rigid outline. 
C) question sequence does not vary from interview to interview. 
D) response alternatives are fixed. 
E) interviewer training is unimportant.

Question 3

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 b. 
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 b. 
E) a,b,and c.

Question 4

Fixed-alternative questions would be inappropriate for securing information about respondents'

Accepted Answer

A) rental payments. 
B) motivations in husband-wife interactions over purchase decisions. 
C) age. 
D) awareness of current events. 
E) income level. 
A) rental payments. 
B) motivations in husband-wife interactions over purchase decisions. 
C) age. 
D) awareness of current events. 
E) income level.

Question 5

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-aided 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-aided interview (CAI)is increased accuracy in the results. 
E) All of the above statements are true.

Question 6

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 7

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 8

Which of the following statements is NOT true of structured-undisguised questions?

Accepted Answer

A) Typically,responses as well as questions are standardized. 
B) They tend to be less reliable than other question types because answers may not reflect the true state of affairs. 
C) Providing alternative responses sometimes helps to make the question clear. 
D) The use of fixed alternatives sometimes prompts a respondent to provide a response even when he or she has no opinion. 
E) All of the above are true. 
A) Typically,responses as well as questions are standardized. 
B) They tend to be less reliable than other question types because answers may not reflect the true state of affairs. 
C) Providing alternative responses sometimes helps to make the question clear. 
D) The use of fixed alternatives sometimes prompts a respondent to provide a response even when he or she has no opinion. 
E) All of the above are true.

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

Phone book sampling frames are inadequate because of

Accepted Answer

A) plus-one sampling. 
B) people who have recently moved. 
C) random-digit dialing. 
D) interviewer bias. 
E) small sample size. 
A) plus-one sampling. 
B) people who have recently moved. 
C) random-digit dialing. 
D) interviewer bias. 
E) small sample size.

Question 11

____________________ 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 12

A disguised questionnaire makes the purpose of the research obvious.

Accepted Answer

A) True 
 B)False

Question 13

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 14

Plus-one sampling is a technique employed when gathering research through telephone interviews.

Accepted Answer

A) True 
 B)False

Question 15

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 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

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.

Question 18

Sequence bias pertains most to

Accepted Answer

A) story telling. 
B) focus panels. 
C) telephone interviews. 
D) depth interviews. 
E) mail questionnaires. 
A) story telling. 
B) focus panels. 
C) telephone interviews. 
D) depth interviews. 
E) mail questionnaires.

Question 19

Which statement does NOT accurately describe depth interviews?

Accepted Answer

A) The interviewer enjoys considerable freedom in how he or she conducts the interview. 
B) It can be difficult to secure the cooperation of respondents. 
C) Interviewers are relatively easy to find and inexpensive to hire. 
D) The greater the number of interviewers,the less reliable the data. 
E) The services of skilled psychologists may be required to interpret the responses. 
A) The interviewer enjoys considerable freedom in how he or she conducts the interview. 
B) It can be difficult to secure the cooperation of respondents. 
C) Interviewers are relatively easy to find and inexpensive to hire. 
D) The greater the number of interviewers,the less reliable the data. 
E) The services of skilled psychologists may be required to interpret the responses.

Question 20

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 to...

Depth interviews are an example of the ____ method of communication.

In a depth interview

Use of a computer-aided telephone interview means that

Fixed-alternative questions would be inappropriate for securing information about respondents'

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):

The problem of nonresponse due to refusals to participate is usually

Which of the following statements is NOT true of structured-undisguised questions?

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

Phone book sampling frames are inadequate because of

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

A disguised questionnaire makes the purpose of the research obvious.

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

Plus-one sampling is a technique employed when gathering research through telephone interviews.

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

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

Sequence bias pertains most to

Which statement does NOT accurately describe depth interviews?

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

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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Exam 10: Collecting Information by Communication

Depth interviews are an example of the ____ method of communication.

In a depth interview

Use of a computer-aided telephone interview means that

Fixed-alternative questions would be inappropriate for securing information about respondents'

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):

The problem of nonresponse due to refusals to participate is usually

Which of the following statements is NOT true of structured-undisguised questions?

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

Phone book sampling frames are inadequate because of

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

A disguised questionnaire makes the purpose of the research obvious.

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

Plus-one sampling is a technique employed when gathering research through telephone interviews.

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

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

Sequence bias pertains most to

Which statement does NOT accurately describe depth interviews?

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

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

Filters