Question 1

Which of the following is a disadvantage of the mall-intercept interview method?

Accepted Answer

A)  It is more expensive than an in-home interview. 
B)  It is more time consuming than an in-home interview. 
C)  Mall patrons are less likely to be representative of the target population. 
D)  It is relatively less convenient for a researcher. 
E)  Mall-intercept interviews require researchers to spend a lot of time securing a person's agreement to participate in interviews. 
A)  It is more expensive than an in-home interview. 
B)  It is more time consuming than an in-home interview. 
C)  Mall patrons are less likely to be representative of the target population. 
D)  It is relatively less convenient for a researcher. 
E)  Mall-intercept interviews require researchers to spend a lot of time securing a person's agreement to participate in interviews. C

Question 2

In the context of a drop-off survey, which of the following is true?

Accepted Answer

A)  It is a face-to-face personal interview that takes place in a shopping mall. 
B)  It is a face-to-face structured question-and-answer exchange conducted in a respondent's home or at times in an office environment. 
C)  In this survey, a representative of the researcher hand-delivers a self-administered questionnaire to selected respondents. 
D)  FCC regulations prevent the use of drop-off surveys. 
E)  In this survey, the researcher arranges for a computer-assisted telephone interview with the respondents. 
A)  It is a face-to-face personal interview that takes place in a shopping mall. 
B)  It is a face-to-face structured question-and-answer exchange conducted in a respondent's home or at times in an office environment. 
C)  In this survey, a representative of the researcher hand-delivers a self-administered questionnaire to selected respondents. 
D)  FCC regulations prevent the use of drop-off surveys. 
E)  In this survey, the researcher arranges for a computer-assisted telephone interview with the respondents. C

Question 3

What are the main objectives of test marketing?

Accepted Answer

Test marketing, often referred to as a controlled field experiment, has three broad applications in marketing research. First, test marketing has long been used to pilot test new product introductions or product modifications. This approach tests a product on a small-scale basis with realistic market conditions to determine if the product is likely to be successful in a national launch. Second, test marketing is used to explore different options of marketing mix elements. Different marketing plans, using different variations of marketing mix elements, are tested and evaluated relative to the likely success of a particular product. Third, product weaknesses or strengths or inconsistencies in the marketing strategies are frequently examined in test marketing. In sum, the main objectives of test marketing are to predict sales, identify possible customer reactions, and anticipate adverse consequences of marketing programs. Test marketing measures the sales potential of a product or service and evaluates variables in the marketing mix.

Question 4

Sampling error can be reduced by decreasing sample size.

Accepted Answer

A) True 
 B)False

Question 5

Discuss the types of errors in surveys.

Accepted Answer

Survey research errors can be classified

Question 6

Which of the following is true about quantitative survey research designs?

Accepted Answer

A)  They have high response rates. 
B)  Concepts and relationships that are not directly measurable cannot be studied using quantitative research designs. 
C)  It is easy to collect in-depth data using quantitative research designs. 
D)  They facilitate advanced statistical analysis. 
E)  They cannot produce precise estimates to identify small differences. 
A)  They have high response rates. 
B)  Concepts and relationships that are not directly measurable cannot be studied using quantitative research designs. 
C)  It is easy to collect in-depth data using quantitative research designs. 
D)  They facilitate advanced statistical analysis. 
E)  They cannot produce precise estimates to identify small differences.

Question 7

Which of the following statements is true of mail panel surveys?

Accepted Answer

A)  They usually result in low response rates. 
B)  They can be used for longitudinal research. 
C)  The panel cannot be tested prior to a survey. 
D)  They ensure that participants are representative of the target population at large. 
E)  They are person-administered surveys. 
A)  They usually result in low response rates. 
B)  They can be used for longitudinal research. 
C)  The panel cannot be tested prior to a survey. 
D)  They ensure that participants are representative of the target population at large. 
E)  They are person-administered surveys.

Question 8

Which of the following is an advantage of self-administered surveys?

Accepted Answer

A)  They allow researchers to obtain additional in-depth data. 
B)  They eliminate interviewer-respondent bias. 
C)  They eliminate potential response errors. 
D)  They result in high response rates. 
E)  They are quicker in obtaining data than other data collection methods. 
A)  They allow researchers to obtain additional in-depth data. 
B)  They eliminate interviewer-respondent bias. 
C)  They eliminate potential response errors. 
D)  They result in high response rates. 
E)  They are quicker in obtaining data than other data collection methods.

Question 9

Neptune Inc., a cosmetics company, has come up with a new bodywash. The marketing department of Neptune conducts market research to determine an appropriate price for the product. The representatives of the company go to various malls and sell the product at different prices. The sales volume for each price is measured, and they are compared to determine the optimal price. This is an example of:

Accepted Answer

A)  laboratory experimentation. 
B)  a drop-off survey. 
C)  test marketing. 
D)  a mail panel survey. 
E)  a wireless phone survey. 
A)  laboratory experimentation. 
B)  a drop-off survey. 
C)  test marketing. 
D)  a mail panel survey. 
E)  a wireless phone survey.

Question 10

Unlike descriptive research, causal research requires researchers to:

Accepted Answer

A)  establish a negative relationship between two dependent variables X and Y. 
B)  collect data using experimental designs. 
C)  establish a positive relationship between two independent variables X and Y. 
D)  collect data using surveys. 
E)  frame broad research questions. 
A)  establish a negative relationship between two dependent variables X and Y. 
B)  collect data using experimental designs. 
C)  establish a positive relationship between two independent variables X and Y. 
D)  collect data using surveys. 
E)  frame broad research questions.

Question 11

Incidence rate 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 study. 
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 study. 
E)  degree of accuracy of a response in relation to some other possible answer.

Question 12

In-home interviewing may be completed through door-to-door canvassing of geographic areas.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is a disadvantage of online surveys?

Accepted Answer

A)  They result in high nonresponse bias. 
B)  They result in high cost per completed interview. 
C)  They involve slow data acquisition. 
D)  They prevent the use of visual stimuli. 
E)  They require coding. 
A)  They result in high nonresponse bias. 
B)  They result in high cost per completed interview. 
C)  They involve slow data acquisition. 
D)  They prevent the use of visual stimuli. 
E)  They require coding.

Question 14

In the context of selecting the appropriate survey method, budget determinations are frequently much more arbitrary than researchers would prefer.

Accepted Answer

A) True 
 B)False

Question 15

Long time frames give researchers the luxury of selecting the method that will produce the highest quality data.

Accepted Answer

A) True 
 B)False

Question 16

Nonresponse error is a systematic bias that occurs when the final sample differs from the planned sample.

Accepted Answer

A) True 
 B)False

Question 17

Test marketing is the most common type of field experiment.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following is a disadvantage associated with quantitative survey research designs?

Accepted Answer

A)  Concepts and relationships that are not directly measurable cannot be studied using quantitative survey designs. 
B)  It is difficult to attain in-depth data with quantitative survey designs. 
C)  They cannot identify small differences. 
D)  Producing precise estimates can be a problem. 
E)  They do not facilitate advanced statistical analysis. 
A)  Concepts and relationships that are not directly measurable cannot be studied using quantitative survey designs. 
B)  It is difficult to attain in-depth data with quantitative survey designs. 
C)  They cannot identify small differences. 
D)  Producing precise estimates can be a problem. 
E)  They do not facilitate advanced statistical analysis.

Question 19

Person-administered surveys are less expensive than telephone-administered surveys.

Accepted Answer

A) True 
 B)False

Question 20

Experimental research is primarily a hypothesis-testing method.

Accepted Answer

A) True 
 B)False

Which of the following is a disadvantage of the mall-intercept interview method?

In the context of a drop-off survey, which of the following is true?

What are the main objectives of test marketing?

Sampling error can be reduced by decreasing sample size.

Discuss the types of errors in surveys.

Which of the following is true about quantitative survey research designs?

Which of the following statements is true of mail panel surveys?

Which of the following is an advantage of self-administered surveys?

Unlike descriptive research, causal research requires researchers to:

Incidence rate is the:

In-home interviewing may be completed through door-to-door canvassing of geographic areas.

Which of the following is a disadvantage of online surveys?

In the context of selecting the appropriate survey method, budget determinations are frequently much more arbitrary than researchers would prefer.

Long time frames give researchers the luxury of selecting the method that will produce the highest quality data.

Nonresponse error is a systematic bias that occurs when the final sample differs from the planned sample.

Test marketing is the most common type of field experiment.

Which of the following is a disadvantage associated with quantitative survey research designs?

Person-administered surveys are less expensive than telephone-administered surveys.

Experimental research is primarily a hypothesis-testing method.

Marketing Research for Managerial Decision Making

The Marketing Research Process and Proposais

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

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Exam 5: Descriptive and Causal Research Designs

Which of the following is a disadvantage of the mall-intercept interview method?

In the context of a drop-off survey, which of the following is true?

What are the main objectives of test marketing?

Sampling error can be reduced by decreasing sample size.

Discuss the types of errors in surveys.

Which of the following is true about quantitative survey research designs?

Which of the following statements is true of mail panel surveys?

Which of the following is an advantage of self-administered surveys?

Unlike descriptive research, causal research requires researchers to:

Incidence rate is the:

In-home interviewing may be completed through door-to-door canvassing of geographic areas.

Which of the following is a disadvantage of online surveys?

In the context of selecting the appropriate survey method, budget determinations are frequently much more arbitrary than researchers would prefer.

Long time frames give researchers the luxury of selecting the method that will produce the highest quality data.

Nonresponse error is a systematic bias that occurs when the final sample differs from the planned sample.

Test marketing is the most common type of field experiment.

Which of the following is a disadvantage associated with quantitative survey research designs?

Person-administered surveys are less expensive than telephone-administered surveys.

Experimental research is primarily a hypothesis-testing method.

Marketing Research for Managerial Decision Making

The Marketing Research Process and Proposais

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