Exam 6: Descriptive Research Design: Survey and Observation

According to Table 6.2 in the text,the comparative evaluation of survey methods,the percentage of the total attempted interviews that are completed refers to the ________ criteria.

________ interviewing uses a computerized questionnaire administered to respondents over the telephone.

________ involves trained observers posing as consumers and shopping at company or competitor-owned stores to collect data about customer-employee interaction and other marketing variables.(Choose the best answer. )

When Canon Cameras was losing market share in the United States to Minolta,Canon decided that its distributor,Bell & Howell,was not giving adequate support.Canon sent Tatehiro Tsuruta to the United States to look into the problem.On entering a camera store,he would act just like a customer.He would note how the cameras were displayed and how the clerks served customers.Canon utilized ________,________ observation in a ________ setting.

Less effort is required of the respondent in a personal interview than in a telephone or mail interview.

The pantry audit is a type of audit where the researcher inventories the brands,quantities,and package sizes of products in a consumer's home.

Not all survey methods are appropriate in a given situation.

Table 6.2 in the text provides a comparative evaluation of survey methods.Which two methods were shown as high on the flexibility of data collection criteria?

________ is a method of last resort.

The extent to which the respondent can interact with the interviewer and survey questionnaire refers to the ________.

Which statement is not true about natural observation?

Because of the mail panel members' commitment,the response rates can approach 80 percent.

________ is observation that involves a researcher monitoring all relevant phenomenon,without specifying the details in advance.

The various data-collection modes are mutually exclusive.

Telephone interviews may be further classified as traditional telephone interviews or ________ (Figure 6.1 in the text).

Voice pitch analysis measures emotional reactions through changes in the respondent's voice and is a type of mechanical observation.

The degree of interaction the respondent has with the interviewer and the questionnaire,as well as the ability to actually see the questions,refers to the ________.

Mail panels can be used to obtain information from the same respondents repeatedly.

Which of the following statements about sample control is true?

A mail panel consists of a large,nationally representative sample of businesses that have agreed to participate in periodic mail questionnaires and product tests.